Give Gloss

Project Overview

Tresemmé, a heritage styling leader, had a relevance crisis: Gen Z saw it as dated. Our mandate was simple: move the brand from the bathroom shelf into the social feed. We built the 'Give Gloss' campaign around the insight that young women thrive on online hype, structuring a 'Glossy Gang' of creators to mimic how real trends spread.

The campaign felt like culture, not marketing, leveraging authentic voices like Paige DeSorbo across TikTok and Instagram. This creator-first approach immediately redefined Tresemmé’s tone for a new generation. The results validated a major shift in corporate media strategy. The work delivered a a huge 42% lift in positive brand sentiment, proving that prioritising authentic social voices over traditional advertising directly translates into commercial impact and brand future-proofing.