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The TRESemmé Afters Experience @ New York Fashion Week: September 2025
Date
September 2023
Location
New York City
Role
Co Producer, Client Lead, Onsite Manager
Budget
$725k
Audience
Editors, Influencers, Consumers
Attendance
2,550 Guests
Industry
Fashion, Haircare, Lifestyle
Client
TRESemmé
Event Synopsis:
During NYFW, TRESemmé reimagined the traditional salon experience with The TRESemmé Afters Experience — a two-floor, immersive dry-styling and content studio designed to engage both influencers and consumers. The space offered guests the opportunity to experience the brand firsthand through styling appointments by master stylists, interactive product demos, and highly shareable photo moments — all elevated by curated details like custom mocktails, giveaways, and a live DJ.
The activation marked TRESemmé’s largest presence at Fashion Week to date — welcoming over 75 influencers, 2,100+ consumers, and 35 VIPs. The experience also functioned as a live production studio, hosting multiple content shoots including one starring Paige DeSorbo of Bravo’s Summer House. Notably, this season represented the first-ever NYFW activation produced independently of IMG, showcasing TRESemmé’s evolution as a standalone experiential leader.
Highlights:
• Over 2,200 guests attended across Fashion Week, including 75+ influencers and 35 VIPs
• Featured celebrity stylists offering personalized dry styling sessions
• Hosted multiple content captures, including a campaign shoot with Bravo’s Paige DeSorbo
• Offered custom mocktails, bespoke giveaways, and an interactive styling lounge
• Included a live DJ, enhancing the energy and shareability of the experience
• Marked TRESemmé’s largest Fashion Week activation to date and first produced independently of IMG
Key Responsibilities
• Client Lead: Oversaw all client communications, strategic guidance, and approvals.
• Executive Producer: Led end-to-end production across four partner agencies and a 50+ person team.
• Onsite Oversight: Directed all styling stations, lounges, and guest flow, ensuring seamless operations.
• Crisis & Logistics Management: Served as lead onsite producer, managing escalations and live problem-solving.
• Custom Booking Platform: Designed and maintained the reservation and appointment tracking system for VIPs and guests.
• Brand Alignment: Ensured all creative, environmental, and experiential elements aligned with the A-List campaign and TRESemmé/UL brand standards.
• Partnership Integration: Managed collaboration and deliverables between UEG and all brand partners.
