Objective
Launch the new reverse wash haircare system, TRESemmé’s Beauty Full Volume Range which invites women to condition first, then shampoo.
Concept
That is a big departure from how things are done, to land we launched on 29 February and 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.
In collaboration with jeweller Comfort Station, we designed male engagement rings.
Results
We convinced blogger Carley Musleh to pop the question using one of the rings and talk about it on her channels.
It got so popular, other influencers wanted to join in by giving away our engagement rings and encouraging their female followers to propose.
Aside from the press and blogger coverage, most importantly we got women in the UK to reverse the routine and propose with a bit of help from TRES!
