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TRESemmé to present ready-to-wear hair at Mercedes-Benz Fashion Week in NYC

BY Antoinette Alexander

NEW YORK — Hair care brand TRESemmé by Unilever is once again the official hair care sponsor of Mercedes-Benz Fashion Week and this season, for the first time ever, will partner with contemporary fashion label Nanette Lepore. The partnership marks TRESemmé’s fourth designer sponsorship.

This year is the brand’s 11th consecutive season as the official hair care sponsor and, as always, the brand’s presence will be felt throughout the week, with an onsite activation at Lincoln Center, sponsorships of four top designer shows and a new multi-media advertising campaign visible throughout New York City.

In addition to Nanette Lepore, the brand also has designer sponsorships with Jenny Packham, Rebecca Minkoff and Vivienne Tam. TRESemmé Stylist Jeanie Syfu will lead the team backstage, creating on-trend styles to complement each designer’s Spring/Summer 2014 Collection.

In addition, the brand will introduce a newly enhanced version of its original digital series TRESemmé Style Setters, which will broadcast live coverage from Mercedes-Benz Fashion Week on YouTube.com/TRESemme, translating runway style to ready-to-wear looks.

TRESemmé introduced the original web series TRESemmé Style Setters in February 2012, granting access to fashion week from an insider’s perspective. The series showcases the collaboration between hairstylists and designers, from concept to completion, as they create runway-ready style from head-to-toe.

To amplify the partnership, the brand’s sponsorship of Mercedes-Benz Fashion Week will be visible outside of Lincoln Center with a new out-of-home campaign featuring fashion-inspired “ready-to-wear hair” visuals dispersed throughout New York City. In the heart of Times Square, branded digital content will run on the multi-component Walgreens Media Spectacular to educate passersby about the brand’s partnership and highlight the Keratin Smooth, Platinum Strength, Fresh Start, and 24 Hour Body collections.

In addition, at drug stores across the country, TRESemmé will have a heightened presence throughout the week, with eight in-store activations that include dry styling at select Walgreens and Duane Reade locations in New York City, Boston, Los Angeles and Chicago from Sept. 5 to 12.

On-site at Mercedes-Benz Fashion Week, guests will receive the ultimate styling experience at the TRESemmé Salon & Lounge, the only custom-built salon at fashion week. Visitors can book an appointment for complimentary styling touch-ups. In addition, TRESemmé will be distributing travel-size samples of the new Platinum Strength Collection, as well as TRES Two Extra Hold Hair Spray.


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Giant-Landover marks Hunger Action Month with food boxes, meat donations

BY Alaric DeArment

LANDOVER Md. — Ahold USA banner Giant Food of Landover, Md., is marking Hunger Action Month in September with a food-collection program.

Hunger Action Month boxes will be available for purchase at all of the banner’s 169 stores for $10, containing eight Giant brand non-perishable foot items like pasta, sauce, canned chicken, noodles, canned fruit and more. The boxes will be donated to Feeding America food bank partners, including Capital Area Food Bank, Maryland Food Bank, Blue Ridge Area Food Bank, Fredericksburg Area Food Bank and Food Bank of Delaware.

The chain is also launching a meat-donation program, in which packaged meat that has not been purchased by the posted sell-by date will be frozen and stored for bi-weekly pickup by food banks.

"Hunger Action Month is a very meaningful time for Giant associates," Giant-Landover president Anthony Hucker said. "The depth of our relationships with our food bank partners — relationships that in many cases are decades strong — is a testament to our commitment in helping relieve some of the strain many in our community have putting food on the table."


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Allure, Maybelline NY provide insider access to NY Fashion Week

BY Antoinette Alexander

NEW YORK — Allure magazine is offering women the ultimate insider experience at the Allure Lounge colored by Maybelline New York, the official cosmetic sponsor of Mercedes-Benz Fashion Week.

Open daily to the public Sept. 5 to 12, the Allure Lounge at the Empire Hotel in New York City will give guests a place to take a break and get runway beauty looks in between shows.

The Allure Lounge colored by Maybelline New York will feature complimentary:

  • Express makeovers and manicures by Maybelline New York;
  • Hairstyling by DreamDry offering styles from the runway;
  • Backstage footage of runway shows;
  • New products and samples;
  • Instagram sweepstakes.

 

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