Not long ago, social media was buzzing with the “bed rotting” trend, people proudly staying under the covers all day, binging shows, scrolling endlessly, and skipping any kind of glam routine. For a beauty brand, that could look like trouble. If your audience is happy lying around, why would they need styling products? Tresemmé decided to flip that narrative on its head.
Instead of lecturing about productivity, the Unilever-owned brand leaned into reality. It built a campaign around a simple idea: sometimes you stay in bed all day, but when a last-minute party invite hits, you need something fast. That’s where its A-List Collection dry texturizing spray steps in, transforming hair from flat and messy to styled and ready in minutes.
Taking the party on the road
Tresemmé didn’t limit the campaign to digital channels. Partnering with Eventbrite, the brand sponsored celebrations in five nightlife capitals: Miami, Nashville, Los Angeles, Chicago, and New York City. These weren’t casual pop-ups. The campaign featured a full-on Touch-Up Truck, a mobile salon where consumers could step inside, get styled by professionals, and walk out party-ready.
The first 30 people in Miami’s South Beach and Nashville’s Broadway even scored free appointments, creating exclusivity and buzz. By blending online sign-ups with real-world events, Tresemmé created a loop between digital excitement and in-person experience. This mix of channels is why the campaign cuts through the noise.
Why the focus on dry texturizing spray works
When you think about hero products in beauty, shampoos, conditioners, and premium kits often take the spotlight. Tresemmé picked something specific and relatable: its dry texturizing spray. It solves a real problem, flat, lifeless hair when time is short, and matches the story the campaign tells.
Instead of vague promises, the brand anchored its messaging in a use case anyone can recognize. You wake up late, your phone buzzes with an invite, and you don’t have hours for salon-level styling. A few sprays, a quick tousle, and suddenly you look like you spent effort getting ready. That’s powerful positioning. The dry texturizing spray doesn’t just promise results, it delivers a lifestyle fix.
Social media creators as the new front row
Tresemmé also leaned heavily on creators. A three-part social media series ran across Instagram, TikTok, and YouTube, featuring faces Gen Z already follows. Brand ambassador Paige DeSorbo joined forces with creators like Xandra, Mia Martini, Victoria Villaroel, Maria Georgas, and Victoria Fuller.
Instead of treating influencers as add-ons, they became the core of the campaign. Episodes followed the party tour, blending event footage with styling tips, all tied back to the A-List Collection. For a generation that trusts creators more than traditional ads, this move hit the right note. It also aligns with Unilever’s broader push to shift 50% of marketing spend toward social media, a strategy already boosting results with $34.45 billion in revenue for the first half of 2025, up 3.4% year-over-year.
Lessons entrepreneurs can take from Tresemmé
For small businesses and entrepreneurs, this campaign offers a playbook worth studying. First, pick one hero product, like the dry texturizing spray, that solves a clear, relatable problem. Build the story around that solution rather than spreading attention across multiple products.
Second, think beyond traditional ads. Tresemmé didn’t just post product photos; it created a party tour people could join, touch, and talk about. Smaller brands can do scaled-down versions: pop-ups, collaborations with local events, or partnerships with micro-influencers can deliver the same impact.
Finally, lean into cultural conversations. Instead of ignoring “bed rotting,” Tresemmé turned it into a story about transformation. Entrepreneurs can do the same by observing what their audience is already doing online and finding creative ways to connect their product to that behavior.
Showing up where it matters most
The campaign didn’t end with the party tour. Tresemmé teased its presence at New York Fashion Week, keeping the A-List Collection in a high-profile spotlight. For consumers, it reinforced that the brand belongs at both everyday parties and elite runways. For marketers, it’s proof that consistency across events, social media, retail, and cultural moments makes a brand feel larger than its price tag.
Tresemmé also mastered perception. Selling the dry texturizing spray for $11.99 while placing it center stage at fashion week proves that thoughtful positioning elevates a product from mass-market to must-have.
Closing thoughts
Tresemmé’s “Get TF Out of Bed” campaign succeeds because it’s grounded in real life. It celebrates messy mornings and last-minute plans while offering a fast fix that actually helps. By mixing live events with social media storytelling, turning a single product into a hero, and connecting with culture, the campaign resonates.
For entrepreneurs, the takeaway is clear: your marketing strategy doesn’t need to be complicated. It should be honest, bold, and rooted in your audience’s reality. Tresemmé shows that even in a crowded market, the right mix of storytelling, social proof, and creativity can make a brand unforgettable.
FAQ’s
What makes blending live activations and social media work so well?
Bringing people into a real experience and letting them share it online turns a moment into a memory everyone sees.
Why pick one standout product and tell its story?
Focusing on a single hero item helps people instantly understand why it matters; simplicity connects better than a cluttered menu.
How can creators feel more like real friends than ads?
Let them tell the story in their own voice. When they genuinely believe in it, their audience feels it too.