Objective

#ReverseTheRoutine campaign marked the launch of a new reverse wash haircare system, TRESemmé’s Beauty-Full Volume range which invites women to condition first, then shampoo. Which is a big departure from how things are done.

Concept

We dared women to reverse the most established routine since the dawn of time - men proposing to women. February 29 is traditionally the one day when a woman can propose marriage but TRESemmé wanted to empower women to reverse the routine every day, not just on a Leap Year. So we designed and created a collection of male engagement rings.

And it just so happened that a well known beauty influencer Carley Musleh was ready to pop the question. So we partnered with her to launch the campaign and show the world how to #ReverseTheRoutine.

Results

An increase in sales and loads of conversation on challenging women routines both in haircare and in love.

Plus two engagements…