The South African Market
While TRESemmé is a global brand with a clear vision to offer salon-quality products for home, the brand has evolved locally to embrace the South African hair category and properly cater to the wide range of hair needs within the country.
1. SOUTH AFRICAN HAIRCARE
Through consumer research TRESemmé formulates products that answer the haircare needs of the South African market. To date all of the wash and care products are locally produced and only the styling range is imported (2021).
While the brand still has a global footprint, all marketing and campaign activities in South Africa are vetted to ensure it represents all curl types, races and addresses the most important needs of our South African consumer. Currently (2021) 80% of TRESemmé’s advertising campaigns have used content that have been locally produced, using local agencies and models/influencers of different curl types and body shapes.
The brand has, and continues to partner with women of all curl types and needs. TRESemmé South Africa has worked with some of the most dynamic women across the beauty industry to help communicate the most authentic message on product performance and the brand’s mission.
4. SUPPORTING THE INDUSTRY
As a brand that originated from salons, it is only right to look for ways to partner and support female owned businesses within the haircare industry. TRESemmé has working relationships with salons and salon owners to help up-skill stylists on ways to improve salons and extend their product knowledge.