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Unilever readies Tresemme campaign

Unilever Canada is preparing a promotion for its Tresemmé line of haircare products in association with Bell Media. The initiative will support the brand's sponsorship of New York Fashion Week. In the first phase of the campaign, ETalk personality Liz Trinnear will appear in a series of five 90-second in-show segments recorded at the event and featuring designers, celebrities and fashion trends. The videos will also include interviews with Tresemmé representatives about the hair styles the appear. These will air from Sept. 14 to 18.

A second phase of the campaign will run from Sept. 28 to Nov. 8. Trinnear and Vrak personality Maripier Morin will appear in three online videos on the Tresemmé YouTube channel. These will feature backstage and runway footage from New York Fashion Week, as well as tutorials by brand representatives on creating various hair styles.

"Bell Media is pleased to partner with Tresemmé to create custom content that delivers added value to their NYFW campaign," said Laird White, director of brand partnerships at Bell Media. "This collaboration delivers a captivating behind-the-scenes experience that goes beyond the product to nurture brand loyalty."

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