New hair-care brand helps create runway-ready hairBy Alex Y. Vergara
Philippine Daily Inquirer
Since fashion and “runway-ready hair” have always been at the core of Tresemmé, Unilever Philippines’ newest hair-care and styling brand, it was only apt for people behind it to host a thanksgiving party at the SM Development Corporation (SMDC) showroom in Pasay City. It was built around the theme “Fashion’s Finest 2012.”
Apart from the sumptuous sit-down dinner prepared by Cibo, the evening’s highlight was a fashion show grouped into vignettes that featured the works of such leading Filipino designers as Cary Santiago, Francis Libiran, JC Buendia and Jun Escario.
“Tresemmé has always been present in runways the world over,” said Apples Aberin, head of PR for Unilever Personal Care. “We’ve been part of Mercedes-Benz Fashion Week for many years now. Fashion is at the core of the brand and it is through collaborations between fashion designers and the best hairstylists that we co-create runway-ready hair.”
Six months after introducing Tresemmé to the local market, and in keeping with its reputation as one of the fastest growing hair-care brands in North America today, Unilever has taken it to the next level by introducing the Tresemmé style team: “The Creative Virtuoso” Raymond Gutierrez; “The Style Arbiter” Liz Uy; “The Backstage Onlooker” Kelly Misa; and “The Tres Aficionados” Jing Monis, Victor Ortega and Tinette Puyat.
Aberin and her colleagues Nikki Abella, Anne Esteves and Raiza Revilla collaborated with director Robby Carmona of Saga Productions and the newly introduced Tresemmé style team to turn SMDC into a chic and understated black-and-white canvas for the dinner event and fashion show.
SMDC was an ideal venue, said Aberin, because of its high ceiling and spacious and multi-level interiors. The evening’s chosen designers not only are among the country’s best, they also embody and understand the importance of achieving the “total look” while bringing their visions to life.
Creative minds and famous faces in fashion weren’t limited to the stage. Tresemmé’s guests included Rajo Laurel, Jojie Lloren, Joey Samson, Ivarluski Aseron, Pauline Juan, Myrza Sison, AA Patawaran and Suki Salvador.
Tresemmé was created in 1948 as a color tint by American Edna Emme (the brand name is a word play on her name), pioneer cosmetologist and professional hair-care industry leader.
The product line was initially marketed only to salons. The Tresemmé brand was purchased by Alberto-Culver in 1968 before Unilever took over in 2011.
PHOTOS BY ALANAH TORRALBA