TRESemmé understands how great hair gives you the confidence to walk taller every day. Delivering that feeling has driven TRESemmé since Edna L. Emmé founded the brand in 1948. She embodied this confidence; the perfect role model for inspiring modern women today. Intelligent and beautiful, Edna was a rule breaker and entrepreneur, a powerful package who was admired for her beauty but remembered for her intelligence and tenacity. It was Edna who had the vision to bring professional-quality hair to women at home – making hair history by introducing TRESemmé to the public.
For decades TRESemmé has been driven by a simple truth: everyone deserves to look and feel fabulous - like they’ve just stepped out of the salon. The brand is dedicated to creating haircare and styling products that are salon-quality without the salon price. TRESemmé is a range of salon-inspired, stylist-tested products that help you create your own style to experience that salon feeling every day.
“If a woman is feeling low in her mind, a trip to the beauty shop will pep her up every time.”
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.
From around the globe, back to South Africa TRESemme’ believes that every individual's hair is unique – and so are the brand's formulas. From shampoos, conditioners, hairsprays, dry shampoos, mousses and more TRESemmé offers a variety of haircare and styling solutions. By constantly researching new and exciting ingredients and innovations in haircare, the brand is able to provide answers for a range of haircare needs and help to achieve and set styles, all the while offering salon-quality products for home use.