Love Your Brush

Tresemmé, the Unilever-owned hair brand is promoting its innovative Beauty-Full Strength, a range that helps achieve stronger, fuller looking hair, with a virtual production campaign focusing on how less hair breakage can offer more moments of mindfulness and pleasure.

The campaign, ‘Love Your Brush’, developed with FCB London, focuses on how brushing your hair should always be one of life’s little pleasures, a little pause for contemplation and a respite from the rush of getting ready. The Tresemmé Beauty-Full strength range with its proplex fortifiant technology means you’re leaving up to 99% less hair on your brush, elevating that pleasure into an almost delicious moment of meditation and tranquility, before giving you salon-worthy hair.

The 30” spot opens with upbeat music, featuring a woman standing at a mirror in her bathroom reaching for the Beauty-Full strength product, while a voiceover explains how the product protects against hair breakage. As the woman serenely pulls a brush through her hair, the bathroom transforms into a hair salon, the music becomes meditative and the voiceover changes to a hushed whisper. The added use of ASMR mirrors the sights and sounds of having your hair brushed in a salon, and the pleasure associated with brushing hair, with the voice saying: ‘For Less Hair on the Brush’.

Virtual production was used so that the bathroom and salon could be seen simultaneously with an in-camera transition moment and by using virtual backgrounds, it was not necessary to build actual sets representing the bathroom and salon.

The campaign will also run on OOH, with an image showing that the product achieves ‘up to 99% less hair on the brush’ and across social and digital channels. It will be live in the UK throughout 2023.