TRESemmé is an American brand of hair care products first manufactured in 1947 by the Godefroy Manufacturing Company in Manhattan, New York City, New York, United States. It was named after the renowned hair care expert Edna L. Emme.[1] The brand name is a phonetic respelling of "beloved" (French: très-aimé) that includes the surname of its namesake.
The TRESemmé brand was launched in 1947 by Godefroy Manufacturing, and was bought in 1968 by Alberto-Culver, a manufacturer of hair and skincare products. The original intention was to only distribute the products of the brand within beauty salons; however, as the product line became more popular, it was marketed to supermarkets and pharmacies.[3]
As of 2014[update], a software tool called "PROfiler" on the TRESemmé website allowed consumers to find the right products for their hair.[8] As of 2018[update], the tool was no longer available.
Advertisementedit
The brand spent an estimated US$17 million on advertising in 2004.[9] As of 2006[update], advertisement campaigns included one promoted under "Professional, Affordable".[10]
South African racism controversyedit
In August 2020, TRESemmé was accused of being racist when its marketing campaign at South African retail chain Clicks ran an ad showing the text "dull and frizzy" and "dry and damaged" under the portrait of a black model while "fine and flat" and "normal" appeared under a white model. Following an uproar across South Africa against Clicks and TRESemmé, protest action, damage to some Clicks stores by members of the South African political party Economic Freedom Fighters (EFF), and a call by Minister of Small Business Development Khumbudzo Ntshavheni to remove all TRESemmé products, Clicks issued an apology, temporarily closed a number of its stores, suspended staff responsible for approving the advert, pulled all TRESemmé products, and pledged to fill the gap with locally sourced hair care brands.[11][12][13][14]
National retail chains Shoprite/Checkers, Pick n Pay, Makro, Dis-Chem and Woolworths also announced their intention to remove all TRESemmé products from their shelves.[15][16][17] On September 10, the EFF released a joint statement with Unilever South Africa on Twitter where they announced Unilever's decision to remove all its TRESemmé products from all retailers for 10 days as a show of remorse, conduct an internal investigation into the campaign, and take disciplinary action on those involved. The statement also said that the director involved in the campaign left the company and country[18]
The intent behind the damaging advertisement is not universally regarded as purposely malicious[19] and neither Clicks nor TRESemmé consider its racial undertone to be intentional. TRESemmé issued an apology in September 2020, stating that "the campaign set out to celebrate the beauty of all hair types and the range of solutions that TRESemmé offers" and that "we got it wrong".[20] Commenting on the controversy, black television personality Somizi Mhlongo said that there may be some truth in the TRESemmé ad, noting "The hair that they showed is the hair that looks like what happens when we relax our hair. My hair right now is not natural, it has chemicals, it’s damaged."[21]
Mercedes-Benz New York Fashion Weekedit
TRESemmé was the official hair care sponsor of the Mercedes-Benz Fashion Week 2014 in New York in February, and had been since 2006.[22]
^. Hindustan Unilever Limited. Unilever 2014. Archived from the original on October 26, 2014. Retrieved October 26, 2014.
^Bittar, Christine; Positioning: Tresemme Hair Line Goes Back To Its Roots; Brandweek; [2004-06-28]; retrieved on December 24, 2007
^Keen, Melissa. "Tresemme Marketing Strategy". Prezi.com. Retrieved October 26, 2014.
^Nicholson, Chris V. (September 27, 2010). "Unilever to Buy Alberto Culver for $3.7 Billion". The New York Times. ISSN 0362-4331. Retrieved May 14, 2019.
^Pederson, Jay P (2001). International Directory of Company Histories, Vol. 36. Detroit: St James Press.
^. Unilever. Unilever 2014. Archived from the original on April 25, 2015. Retrieved October 29, 2014.
^"Hair Profiler". Tresemme. Unilever 2014. Retrieved October 29, 2014.
^Bittar, Christine; Positioning: TRESemme Hair Line Goes Back To Its Roots; Brandweek; June 28, 2004; retrieved on December 24, 2007
^It is also sold in drugstores and supermarkets across the U.S."Professional. Affordable." It says it all!; ciao!; November 25, 2006; retrieved on December 24, 2007
^"South African retailer Clicks to remove TRESemmé products from shelves over advert". Reuters. September 9, 2020. Retrieved September 9, 2020.
^"Clicks takes drastic steps, clears shelves of hair product". IOL. Retrieved September 9, 2020.
^"Five arrested for destruction at Clicks in Alberton". TimesLIVE. Retrieved September 9, 2020.
^. NewsLite SA. September 7, 2020. Archived from the original on September 27, 2020. Retrieved September 9, 2020.
^Grobler, Riaan. "Clicks hair advert: senior exec resigns, TRESemmé to be removed from shelves, employees suspended". News24. Retrieved September 8, 2020.
^Höffele, Lerato. "WOOLWORTHS, PNP LATEST RETAILERS TO PULL TRESEMME PRODUCTS FROM SHELVES". EWN. Retrieved September 10, 2020.
^Grobler, Riaan. "Dis-Chem, Makro latest retailers to pull TRESemmé from shelves". News24. Retrieved September 10, 2020.
^@EFFSouthAfrica (September 10, 2020). "Joint Statement of The EFF And Unilever On The Tresemme-SA Racist Image" (Tweet) – via Twitter.
^"Is Thuli Madonsela's stance on Clicks ad an insult or part of the fight? SA divided on this one". TimesLIVE. Retrieved September 10, 2020.
^"TRESemmé apologises for Clicks ad". eNCA. Retrieved September 10, 2020.
^"WATCH: Somizi says there is some truth in the Clicks hair advert". www.iol.co.za. Retrieved September 10, 2020.
^"TRESemme Looks to Make Mercedes-Benz Fashion Week as Famous for the Hair as It Is for the Fashion". PR Newswire. PR Newswire Association LLC 2013. Retrieved October 29, 2014.
^"Cosmopolitan Beauty Awards 2010: Best Hair Products". Cosmopolitan. 2014 Hearst Magazines UK. Retrieved October 26, 2014.
^Devash, Meirav. . Allure. Condé Nast 2014. Archived from the original on July 1, 2016. Retrieved October 26, 2014.
^ ab. TRESemmé. Unilever 2012. Archived from the original on December 26, 2014. Retrieved October 26, 2014.
^Schaffner, Liana. . Allure. Condé Nast 2014. Archived from the original on June 3, 2016. Retrieved October 26, 2014.
External linksedit
Official website
November 04, 2023
tresemmé, american, brand, hair, care, products, first, manufactured, 1947, godefroy, manufacturing, company, manhattan, york, city, york, united, states, named, after, renowned, hair, care, expert, edna, emme, brand, name, phonetic, respelling, beloved, frenc. TRESemme is an American brand of hair care products first manufactured in 1947 by the Godefroy Manufacturing Company in Manhattan New York City New York United States It was named after the renowned hair care expert Edna L Emme 1 The brand name is a phonetic respelling of beloved French tres aime that includes the surname of its namesake TRESemmeProduct typeHair careOwnerUnileverProduced byGodefroy Manufacturing Company 1947 1968 Alberto Culver 1968 2010 Unilever 2010 present CountryUnited StatesIntroduced1947 76 years ago 1947 MarketsWorldwidePrevious ownersGodefroy Manufacturing Company 1947 1968 Alberto Culver 1968 2010 TaglineProfessional Affordable Used By ProfessionalsWebsitewww wbr tresemme wbr comThe TRESemme product line was initially marketed only to beauty salons The TRESemme brand was purchased by Alberto Culver in 1968 and then acquired by Unilever in 2010 2 A bottle of TRESemme shampooContents 1 History 2 Product range 3 Advertisement 4 South African racism controversy 5 Mercedes Benz New York Fashion Week 6 Awards 7 References 8 External linksHistory editThe TRESemme brand was launched in 1947 by Godefroy Manufacturing and was bought in 1968 by Alberto Culver a manufacturer of hair and skincare products The original intention was to only distribute the products of the brand within beauty salons however as the product line became more popular it was marketed to supermarkets and pharmacies 3 In 2010 Alberto Culver was bought by Unilever an Anglo Dutch multinational consumer goods company 4 At that time the product line was further developed and more products were added 5 Product range editTRESemme creates formulas suited for different types of hair 6 TRESemme products include shampoos amp conditioners dry shampoos mousse gels hair sprays creme amp milk and other styling sprays TRESemme s products are used in hair salons across the United States Canada the United Kingdom and Asia particularly for hair repair treatment from heat damage caused by hair ironing and blowdrying 7 As of 2014 update a software tool called PROfiler on the TRESemme website allowed consumers to find the right products for their hair 8 As of 2018 update the tool was no longer available Advertisement editThe brand spent an estimated US 17 million on advertising in 2004 9 As of 2006 update advertisement campaigns included one promoted under Professional Affordable 10 South African racism controversy editIn August 2020 TRESemme was accused of being racist when its marketing campaign at South African retail chain Clicks ran an ad showing the text dull and frizzy and dry and damaged under the portrait of a black model while fine and flat and normal appeared under a white model Following an uproar across South Africa against Clicks and TRESemme protest action damage to some Clicks stores by members of the South African political party Economic Freedom Fighters EFF and a call by Minister of Small Business Development Khumbudzo Ntshavheni to remove all TRESemme products Clicks issued an apology temporarily closed a number of its stores suspended staff responsible for approving the advert pulled all TRESemme products and pledged to fill the gap with locally sourced hair care brands 11 12 13 14 National retail chains Shoprite Checkers Pick n Pay Makro Dis Chem and Woolworths also announced their intention to remove all TRESemme products from their shelves 15 16 17 On September 10 the EFF released a joint statement with Unilever South Africa on Twitter where they announced Unilever s decision to remove all its TRESemme products from all retailers for 10 days as a show of remorse conduct an internal investigation into the campaign and take disciplinary action on those involved The statement also said that the director involved in the campaign left the company and country 18 The intent behind the damaging advertisement is not universally regarded as purposely malicious 19 and neither Clicks nor TRESemme consider its racial undertone to be intentional TRESemme issued an apology in September 2020 stating that the campaign set out to celebrate the beauty of all hair types and the range of solutions that TRESemme offers and that we got it wrong 20 Commenting on the controversy black television personality Somizi Mhlongo said that there may be some truth in the TRESemme ad noting The hair that they showed is the hair that looks like what happens when we relax our hair My hair right now is not natural it has chemicals it s damaged 21 Mercedes Benz New York Fashion Week editTRESemme was the official hair care sponsor of the Mercedes Benz Fashion Week 2014 in New York in February and had been since 2006 22 TRESemme created a team called Runway Insiders that included American model and DJ Harley Viera Newton 23 Awards editAwards won by the TRESemme brand include Cosmopolitan Beauty Award 2010 24 Allure Best of Beauty Award 2010 25 Cosmopolitan Beauty Award 2011 26 Elle Beauty Award 2011 26 Allure Readers Choice Breakthroughs 2011 27 References edit TRESemme Hindustan Unilever Limited Unilever 2014 Archived from the original on October 26 2014 Retrieved October 26 2014 Bittar Christine Positioning Tresemme Hair Line Goes Back To Its Roots Brandweek 2004 06 28 retrieved on December 24 2007 Keen Melissa Tresemme Marketing Strategy Prezi com Retrieved October 26 2014 Nicholson Chris V September 27 2010 Unilever to Buy Alberto Culver for 3 7 Billion The New York Times ISSN 0362 4331 Retrieved May 14 2019 Pederson Jay P 2001 International Directory of Company Histories Vol 36 Detroit St James Press TRESemme Unilever Unilever 2014 Archived from the original on April 25 2015 Retrieved October 29 2014 On August 7 2012 TRESemme will have its first international release in the Philippines http www hbhmagazine com brandNews asp Archived May 1 2006 at the Wayback Machine retrieved on December 24 2007 Hair Profiler Tresemme Unilever 2014 Retrieved October 29 2014 Bittar Christine Positioning TRESemme Hair Line Goes Back To Its Roots Brandweek June 28 2004 retrieved on December 24 2007 It is also sold in drugstores and supermarkets across the U S Professional Affordable It says it all ciao November 25 2006 retrieved on December 24 2007 South African retailer Clicks to remove TRESemme products from shelves over advert Reuters September 9 2020 Retrieved September 9 2020 Clicks takes drastic steps clears shelves of hair product IOL Retrieved September 9 2020 Five arrested for destruction at Clicks in Alberton TimesLIVE Retrieved September 9 2020 WATCH EFF fighters destroy and shutdown Clicks stores NewsLite SA September 7 2020 Archived from the original on September 27 2020 Retrieved September 9 2020 Grobler Riaan Clicks hair advert senior exec resigns TRESemme to be removed from shelves employees suspended News24 Retrieved September 8 2020 Hoffele Lerato WOOLWORTHS PNP LATEST RETAILERS TO PULL TRESEMME PRODUCTS FROM SHELVES EWN Retrieved September 10 2020 Grobler Riaan Dis Chem Makro latest retailers to pull TRESemme from shelves News24 Retrieved September 10 2020 EFFSouthAfrica September 10 2020 Joint Statement of The EFF And Unilever On The Tresemme SA Racist Image Tweet via Twitter Is Thuli Madonsela s stance on Clicks ad an insult or part of the fight SA divided on this one TimesLIVE Retrieved September 10 2020 TRESemme apologises for Clicks ad eNCA Retrieved September 10 2020 WATCH Somizi says there is some truth in the Clicks hair advert www iol co za Retrieved September 10 2020 Irwin Tanya Tresemme Sponsors Fashion Week Bows FB Group MediaPost MediaPost Communications 2014 Retrieved October 29 2014 TRESemme Looks to Make Mercedes Benz Fashion Week as Famous for the Hair as It Is for the Fashion PR Newswire PR Newswire Association LLC 2013 Retrieved October 29 2014 Cosmopolitan Beauty Awards 2010 Best Hair Products Cosmopolitan 2014 Hearst Magazines UK Retrieved October 26 2014 Devash Meirav Best of Beauty Hair Allure Conde Nast 2014 Archived from the original on July 1 2016 Retrieved October 26 2014 a b Beauty Awards TRESemme Unilever 2012 Archived from the original on December 26 2014 Retrieved October 26 2014 Schaffner Liana 2011 Readers Choice Breakthroughs Allure Conde Nast 2014 Archived from the original on June 3 2016 Retrieved October 26 2014 External links editOfficial website Retrieved from https en wikipedia org w index php title TRESemme amp oldid 1161022405, wikipedia, wiki, book, books, library,
