Nexxus New York is set to be the official hair-care sponsor of the Tribeca Film Festival. This will be the first time a hair-care brand has ever sponsored the festival.
As part of the partnership, Kevin Mancuso, the global creative director of Nexxus, will be on-hand at the Nexxus New York Salon at 39 North Moore Street in Tribeca for the duration of the festival to provide hair styling and treatment services to industry members and VIP guests attending the red carpet events, along with select digital influencers.
“The filmmakers and actors at the festival are on the go day to night with their films but always need to look camera ready,” said Genna Terranova, festival director of TriBeCa Film Festival.
Nexxus will specifically sponsor two events during the festival — a master class talk with director Catherine Hardwicke and a panel conversation with the cast of “The Good Wife” — both on Sunday.
For Nexxus, which was revamped with new packaging as Nexxus New York Salon Care and opened its 3,500-square-foot-Tribeca salon space last year, a key opportunity in partnering with Tribeca Film Festival is exposure to consumers.
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“We’re going to make sure all the attendees experience the product, we’re very keen to talk about our product in the same spirit and innovation as the festival,” said Malhotra Sonika, senior global brand development manager for hair care in North America at Unilever. “We will have a lot of women come to the salon and experience the [services].”
This year’s TriBeCa Film Festival will run from Thursday to Sunday, April 24.