tresemme Tasked with premiumising Tresemmé through a new collaboration with Jo Malone CBE, I helped shape the strategic positioning and cultural storytelling behind the launch of a first-of-its-kind hair fragrance.
Rooted in the insight that hair holds scent longer than skin, the work reimagined hair as a luxury fragrance canvas and elevated Tresemmé from routine to ritual.
I developed the cultural platform, creative territories and social-first frameworks to position the collection as anything but ordinary, blending salon-level performance with fine fragrance craftsmanship, and making prestige beauty feel both desirable and democratic.
Agency : Out Of Office [Sao Paulo]
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