View source for TRESemmé

{{Short description|American brand of hair care products}}
{{Use mdy dates|date=August 2021}}
{{Infobox brand
| name           = TRESemmé
| logo           = Tresemme new logo.png
| producttype    = [[Hair care]]
| currentowner   = [[Unilever]]
| producedby     = Godefroy Manufacturing Company (1947–1968)<br>[[Alberto-Culver]] (1968–2010)<br>[[Unilever]] (2010–present)
| country        = United States
| introduced     = {{launch date and age|1947}}
| markets        = [[World]]wide
| previousowners = Godefroy Manufacturing Company (1947–1968)<br>[[Alberto-Culver]] (1968–2010)
| ambassadors    =
| tagline        = ''Professional. Affordable.''<br>''Used By Professionals''
| website        = {{URL|https://www.tresemme.com}}
}}
'''TRESemmé''' is an American brand of [[hair care]] products first manufactured in 1947 by the Godefroy Manufacturing Company in [[Manhattan]], [[New York City]], [[New York (state)|New York]], United States.  It was named after the renowned hair care expert [[Edna L. Emme]].<ref>{{cite web|title=TRESemmé|url=http://www.hul.co.in/brands-in-action/detail/TRESemm-/311858/|website=Hindustan Unilever Limited|publisher=Unilever 2014|access-date=October 26, 2014|archive-date=October 26, 2014|archive-url=https://web.archive.org/web/20141026204134/http://www.hul.co.in/brands-in-action/detail/TRESemm-/311858/|url-status=dead}}</ref> The brand name is a [[phonetic]] respelling of "beloved" ({{Langx|fr|très-aimé}}) that includes the surname of its namesake.
The TRESemmé [[product line]] was initially marketed only to [[beauty salon]]s. The TRESemmé brand was purchased by [[Alberto-Culver]] in 1968, and then acquired by [[Unilever]] in 2010.<ref>Bittar, Christine; [http://www.allbusiness.com/marketing-advertising/branding-brand-development/4686585-1.html Positioning: Tresemme Hair Line Goes Back To Its Roots]; Brandweek; [2004-06-28]; retrieved on December 24, 2007</ref>
[[File:TRESemmé.jpg|thumb|A bottle of TRESemmé shampoo|alt=]]
==History==
The TRESemmé brand was launched in 1947 by Godefroy Manufacturing, and was bought in 1968 by [[Alberto-Culver]], a manufacturer of hair and skincare products. The original intention was to only distribute the products of the brand within beauty salons; however, as the product line became more popular, it was marketed to [[supermarkets]] and [[pharmacies]].<ref>{{cite web|last1=Keen|first1=Melissa|title=Tresemme Marketing Strategy|url=http://prezi.com/n1nn1pchqq3r/tresemme-marketing-strategy/|website=Prezi.com|access-date=October 26, 2014}}</ref>
In 2010, Alberto-Culver was bought by [[Unilever]], an [[Anglo]]–[[Dutch people|Dutch]] [[Multinational corporation|multinational]] [[consumer goods]] company.<ref>{{Cite news|url=https://www.nytimes.com/2010/09/28/business/global/28unilever.html|title=Unilever to Buy Alberto Culver for $3.7 Billion|last=Nicholson|first=Chris V.|date=September 27, 2010|work=The New York Times|access-date=May 14, 2019|language=en-US|issn=0362-4331}}</ref> At that time, the product line was further developed and more products were added.<ref>{{cite book|last1=Pederson|first1=Jay P|title=International Directory of Company Histories, Vol. 36.|date=2001|publisher=St James Press|location=Detroit}}</ref>
==Product range==
TRESemmé creates formulas suited for different types of hair.<ref>{{cite web|title=TRESemmé|url=http://www.unilever.com/brands-in-action/detail/TRESemm-/292124/|website=Unilever|publisher=Unilever 2014|access-date=October 29, 2014|archive-date=April 25, 2015|archive-url=https://web.archive.org/web/20150425183725/http://www.unilever.com/brands-in-action/detail/TRESemm-/292124|url-status=dead}}</ref> TRESemmé products include: [[shampoos]] & [[Hair conditioner|conditioners]], [[dry shampoo]]s, [[Hair mousse|mousse]], [[Hair gel|gels]], [[hair sprays]], ''crème & milk'', and other [[Hairstyling|styling sprays]]. TRESemmé's products are used in [[hair salon]]s across the United States, Canada, the United Kingdom and [[Asia]], particularly for ''hair repair treatment'' from heat damage caused by [[hair iron]]ing and [[blowdryer|blowdrying]].<ref>On August 7, 2012, '''TRESemmé''' will have its first international release in the [[Philippines]].
http://www.hbhmagazine.com/brandNews.asp {{Webarchive|url=https://web.archive.org/web/20060501071405/http://www.hbhmagazine.com/brandNews.asp |date=May 1, 2006 }}]; retrieved on December 24, 2007</ref>
{{As of|2014}}, a software tool called "PROfiler" on the TRESemmé website allowed consumers to find the right products for their hair.<ref>{{cite web|title=Hair Profiler|url=http://www.tresemme.com/hairprofiler|website=Tresemme|publisher=Unilever 2014|access-date=October 29, 2014}}</ref> {{As of|2018}}, the tool was no longer available.
==Advertisement ==
The brand spent an estimated US$17 million on advertising in 2004.<ref>Bittar, Christine; [http://www.allbusiness.com/marketing-advertising/brand-development/4686585-1.html Positioning: TRESemme Hair Line Goes Back To Its Roots]; Brandweek; June 28, 2004; retrieved on December 24, 2007</ref> {{As of|2006}}, advertisement campaigns included one promoted under "Professional, Affordable".<ref>It is also sold in drugstores and supermarkets across the U.S.[http://www.ciao.co.uk/Tresemme_Vitamin_C_E_Natural__Review_5613712 "Professional. Affordable." It says it all!]; ciao!; November 25, 2006; retrieved on December 24, 2007</ref>
== South African racism controversy ==
In August 2020, TRESemmé was accused of being racist when its marketing campaign at South African retail chain [[New Clicks Holdings Limited|Clicks]] ran an ad showing the text "dull and frizzy" and "dry and damaged" under the portrait of a black model while "fine and flat" and "normal" appeared under a white model. Following an uproar across South Africa against Clicks and TRESemmé, protest action, damage to some Clicks stores by members of the South African political party [[Economic Freedom Fighters]] (EFF), and a call by Minister of Small Business Development [[Khumbudzo Ntshavheni]] to remove all TRESemmé products, Clicks issued an apology, temporarily closed a number of its stores, suspended staff responsible for approving the advert, pulled all TRESemmé products, and pledged to fill the gap with locally sourced hair care brands.<ref>{{Cite web |date=September 9, 2020 |title=South African retailer Clicks to remove TRESemmé products from shelves over advert |url=https://www.reuters.com/article/us-global-race-safrica-clicks-group-idUSKBN260245 |access-date=September 9, 2020 |website=[[Reuters]] |language=en}}</ref><ref>{{Cite web |title=Clicks takes drastic steps, clears shelves of hair product |url=https://www.iol.co.za/business-report/companies/clicks-takes-drastic-steps-clears-shelves-of-hair-product-656852e7-1056-40af-9a34-a826b2c5d2b7 |access-date=September 9, 2020 |website=[[Independent Online (South Africa)|IOL]] |language=en}}</ref><ref>{{Cite web|title=Five arrested for destruction at Clicks in Alberton|url=https://www.timeslive.co.za/news/south-africa/2020-09-08-five-arrested-for-destruction-at-clicks-in-alberton/|access-date=September 9, 2020|website=[[TimesLIVE]]|language=en-ZA}}</ref><ref>{{Cite web|date=September 7, 2020|title=WATCH: EFF 'fighters' destroy and shutdown Clicks stores|url=https://newslitesa.com/video/watch-eff-fighters-destroy-and-shutdown-clicks-stores/|access-date=September 9, 2020|website=NewsLite SA|language=en-ZA|archive-date=September 27, 2020|archive-url=https://web.archive.org/web/20200927155431/https://newslitesa.com/video/watch-eff-fighters-destroy-and-shutdown-clicks-stores/|url-status=dead}}</ref>
National retail chains [[Shoprite (South Africa)|Shoprite/Checkers]], [[Pick n Pay Stores|Pick n Pay]], [[Makro]], [[Dis-Chem]] and [[Woolworths Holdings Limited|Woolworths]] also announced their intention to remove all TRESemmé products from their shelves.<ref>{{Cite web|last=Grobler|first=Riaan|title=Clicks hair advert: senior exec resigns, TRESemmé to be removed from shelves, employees suspended|url=https://www.news24.com/news24/southafrica/news/clicks-hair-advert-senior-exec-resigns-tresemme-to-be-removed-from-shelves-employees-suspended-20200908|access-date=September 8, 2020|website=[[News24 (website)|News24]]|language=en}}</ref><ref>{{Cite web|last=Höffele|first=Lerato|title=WOOLWORTHS, PNP LATEST RETAILERS TO PULL TRESEMME PRODUCTS FROM SHELVES|url=https://ewn.co.za/2020/09/09/woolworths-pnp-latest-retailers-to-pull-tresemme-products-from-their-shelves|access-date=September 10, 2020|website=[[Eyewitness News (South Africa)|EWN]]|language=en}}</ref><ref>{{Cite web|last=Grobler|first=Riaan|title=Dis-Chem, Makro latest retailers to pull TRESemmé from shelves|url=https://www.news24.com/news24/southafrica/news/just-in-dis-chem-makro-latest-retailers-to-pull-tresemme-from-shelves-20200910|access-date=September 10, 2020|website=[[News24 (website)|News24]]|language=en}}</ref> On September 10, the EFF released a joint statement with Unilever South Africa on [[Twitter]] where they announced Unilever's decision to remove all its TRESemmé products from all retailers for 10 days as a show of remorse, conduct an internal investigation into the campaign, and take disciplinary action on those involved. The statement also said that the director involved in the campaign left the company and country<ref>{{cite tweet |user=EFFSouthAfrica |number=1304001665733984256 |date=September 10, 2020 |title=Joint Statement of The EFF And Unilever On The Tresemme-SA Racist Image}}</ref>
The intent behind the damaging advertisement is not universally regarded as ''purposely'' malicious<ref>{{Cite web|title=Is Thuli Madonsela's stance on Clicks ad an insult or part of the fight? SA divided on this one|url=https://www.timeslive.co.za/news/south-africa/2020-09-09-is-thuli-madonselas-stance-on-clicks-ad-an-insult-or-part-of-the-fight-sa-divided-on-this-one/|access-date=September 10, 2020|website=TimesLIVE|language=en-ZA}}</ref> and neither Clicks nor TRESemmé consider its racial undertone to be intentional. TRESemmé issued an apology in September 2020, stating that "the campaign set out to celebrate the beauty of all hair types and the range of solutions that TRESemmé offers" and that "we got it wrong".<ref>{{Cite web|title=TRESemmé apologises for Clicks ad|url=https://www.enca.com/news/tresemm-apologises-for-clicks-ad|access-date=September 10, 2020|website=eNCA|language=en}}</ref> Commenting on the controversy, black television personality [[Somizi Mhlongo]] said that there may be some truth in the TRESemmé ad, noting "The hair that they showed is the hair that looks like what happens when we relax our hair. My hair right now is not natural, it has chemicals, it’s damaged."<ref>{{Cite web|title=WATCH: Somizi says there is some truth in the Clicks hair advert|url=https://www.iol.co.za/entertainment/celebrity-news/local/watch-somizi-says-there-is-some-truth-in-the-clicks-hair-advert-9daf80a9-1062-4365-a66e-80f4d697799f|access-date=September 10, 2020|website=www.iol.co.za|language=en}}</ref>
==Mercedes-Benz New York Fashion Week==
TRESemmé was the official hair care sponsor of the [[Mercedes-Benz Fashion Week]] 2014 in New York in February, and had been since 2006.<ref>{{cite web|last1=Irwin|first1=Tanya|title=Tresemme Sponsors Fashion Week, Bows FB Group|url=http://www.mediapost.com/publications/article/122261/tresemme-sponsors-fashion-week-bows-fb-group.html|website=MediaPost|publisher=MediaPost Communications 2014|access-date=October 29, 2014}}</ref>
TRESemmé created a team called "Runway Insiders" that included American [[Fashion model|model]] and [[DJ]] [[Harley Viera-Newton]].<ref>{{cite web|title=TRESemme Looks to Make Mercedes-Benz Fashion Week as Famous for the Hair as It Is for the Fashion|url=http://www.prnewswire.co.uk/news-releases/tresemme-looks-to-make-mercedes-benz-fashion-week-as-famous-for-the-hair-as-it-is-for-the-fashion-273748611.html|website=PR Newswire|publisher=PR Newswire Association LLC 2013|access-date=October 29, 2014}}</ref>
==Awards==
Awards won by the TRESemmé brand include:
*''[[Cosmopolitan (magazine)|Cosmopolitan]]'' Beauty Award 2010<ref>{{cite web|title=Cosmopolitan Beauty Awards 2010: Best Hair Products|url=http://www.cosmopolitan.co.uk/beauty-hair/news/g2102/hair/?slide=7|website=Cosmopolitan|publisher=2014 Hearst Magazines UK|access-date=October 26, 2014}}</ref>
*''[[Allure (magazine)|Allure]]'' Best of Beauty Award 2010<ref>{{cite web|last1=Devash|first1=Meirav|title=Best of Beauty: Hair|url=http://www.allure.com/beauty-products/best-of-beauty/2010/best_of_beauty_hair|website=Allure|publisher=Condé Nast 2014|access-date=October 26, 2014|archive-date=July 1, 2016|archive-url=https://web.archive.org/web/20160701171617/http://www.allure.com/beauty-products/best-of-beauty/2010/best_of_beauty_hair|url-status=dead}}</ref>
*''Cosmopolitan'' Beauty Award 2011<ref name="tresemme">{{cite web|title=Beauty Awards|url=http://www.tresemme.co.uk/Awards-(and)-Offers/Beauty-Awards/|website=TRESemmé|publisher=Unilever 2012|access-date=October 26, 2014|archive-date=December 26, 2014|archive-url=https://web.archive.org/web/20141226120434/http://www.tresemme.co.uk/Awards-(and)-Offers/Beauty-Awards/|url-status=dead}}</ref>
*''[[Elle (magazine)|Elle]]'' Beauty Award 2011<ref name="tresemme" />
*''Allure'' Readers' Choice Breakthroughs 2011<ref>{{cite web|last1=Schaffner|first1=Liana|title=2011 Readers' Choice Breakthroughs|url=http://www.allure.com/beauty-products/readers-choice/2011/2011-readers-choice-breakthroughs#slide=5|website=Allure|publisher=Condé Nast 2014|access-date=October 26, 2014|archive-date=June 3, 2016|archive-url=https://web.archive.org/web/20160603064217/http://www.allure.com/beauty-products/readers-choice/2011/2011-readers-choice-breakthroughs#slide=5|url-status=dead}}</ref>
==References==
{{reflist}}
==External links==
*{{Official website|https://www.tresemme.com}}
{{Unilever}}
{{DEFAULTSORT:TRESemme}}
[[Category:Products introduced in 1947]]
[[Category:Hair care products]]
[[Category:Personal care brands]]
[[Category:Shampoo brands]]
[[Category:Unilever brands]]