Things are getting hairy at Bell Media. The company has partnered with Unilever Canada’s styling brand TRESemmé on a new multi-platform program designed to take viewers behind the scenes of New York Fashion Week.
The program, which kicked off Sept. 14 and runs through Nov. 8, is appearing on CTV’s nightly entertainment show eTalk, as well as TRESemmé’s YouTube channel.
The program’s first phase featured eTalk reporter Liz Trinnear hosting five 90-second in-show segments recorded on-site at New York Fashion Week. The segments ran Sept. 14-18 on eTalk, highlighting designers, celebrities and catwalk trends, as well as TRESemmé experts talking about the hairstyles featured on various shows.
The second phase of the campaign runs to Nov. 8 and features both Trinnear and Maripier Morin, co-host of VRAK’s Code F. They will appear in three English and French digital videos running on TRESemmé’s YouTube channel.
Created by Bell Media, the videos will include both backstage and runway footage from Fashion Week, combined with tutorials from TRESemmé stylists on how to achieve the season’s hottest hairstyles, as modeled by the two TV personalities.
Laird White, director of brand partnerships for Bell Media, said the custom content program is designed to deliver “added value” to TRESemmé’s New York Fashion Week campaign.
“This collaboration delivers a captivating behind-the-scenes experience that goes beyond the product to nurture brand loyalty,” he said in a release.
