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BEHIND THE SCENES: TRESemmé is ramping up its presence at New York Fashion Week. The mass-market hair brand has teamed with Harley Viera-Newton to be the host of its new web series The Daily Debrief, a one and a half to two minute backstage recap of the hair looks created by TRESemmé stylists.
“I’m also linking with the designers either pre or post show and will chat with them a bit about the collection and how the hair plays a part,” said Viera Newton.
The show is created in partnership with The Coveteur, who along with Viera-Newton will go backstage to six shows including Prabal Gurung and 3.1 Phillip Lim among others, and give women a more accessible and approachable way to create the hair look.
“Our objective is to have luxury content and exclusive access and I think this fits into those two buckets for us,” said Stephanie Mark, cofounder and market director of The Coveteur, who added that in the upcoming months readers will see a bigger push in beauty on The Coveteur’s Web site.
“Each season we aim to create looks that will inspire women across the globe to express their own style,” said Gurung. “The ultimate goal is to make women feel both confident and beautiful.”
Lim added, “We have always been a global brand with a global view and The partnership with TRESemmé allows us to inspire women all around the world to achieve the looks they see on our runway.”
Viewers can see the series on thecoveteur.com starting on Sept. 5.
Meanwhile, TRESemmé’s NYFW activities won’t stop there. In collaboration with Conde Nast, Louise Roe, and Candice Lake will be the host of the seventh bi annual Style Setters Live! Web show, a series of on-the-spot videos that include catwalk and street style reports and how-to videos featuring TRESemmé stylists.