TRESemme(R) is in Fashion

TRESemme(R) is in Fashion

TRESemme Announces Hair Care Partnership with The CW's Stylista and Sponsorship of Mercedes-Benz Fashion Week Spring 2009

MELROSE PARK, Ill., Aug. 20 /PRNewswire/ -- TRESemme, known for staying ahead of the trend curve, is changing the style of reality television once again as the hair care partner of The CW's Stylista. This creative new partnership offers the brand an ideal platform to reach twenty-something, style-savvy women. This stylish relationship will begin at Mercedes-Benz Fashion Week this September where TRESemme is the official hair care sponsor.

Executive produced by America's Next Top Model's Tyra Banks and Ken Mok and Project Runway's Eli Holzman, Desiree Gruber and Jane Cha, Stylista will follow 11 fashion hopefuls as they compete to win a paid editorial position at ELLE magazine. ELLE fashion news director Anne Slowey, along with creative director Joe Zee, will serve as mentors and ultimately decide who will be eliminated each week.

"TRESemme successfully brought high-fashion style to the masses over four seasons as the official haircare partner on BRAVO's Project Runway and looks to increase the momentum with The CW's Stylista. The move to The CW Network was organic, as we're both creating content for the same audience," says Brandy Ruff, Alberto Culver Integrated Marketing Communication Director.

After years of successful partnerships with entertainment properties such as Project Runway and Conde Nast's Movies Rock, TRESemme continues to be a fashion-forward brand as they partner with The CW to reach the twenty-something savvy stylista. This innovative partnership involves a multi-platform marketing campaign to engage stylish women. The campaign features sponsored vignettes showcasing talent from the show driving viewer interaction, custom content on CWTV.com and TRESemme.com, retail and consumer promotions and public relations initiatives.

Further cementing their fashion-minded positioning, TRESemme has signed as the exclusive hair care sponsor of Mercedes-Benz Fashion Week Spring 2009 in New York City, a natural partnership, as TRESemme continues to be a strong trendsetter in the beauty arena.

Stylista premieres Wednesday, October 22 (9:00-10:00 p.m. ET/PT) on The CW. TRESemme offers professional, affordable hair care and is the #5 hair care brand(1) and #1 styling brand(1). For more information, visit TRESemme.com or CWTV.com.

Mercedes-Benz Fashion Week Spring 2009 will take place in New York City from September 5-12, 2008.

(1) Total sales dollars for 12 weeks ending on 7/6/08 per IRI FDMx

First Call Analyst:
FCMN Contact:

Source: TRESemme

CONTACT: Brandy Ruff of Alberto Culver, +1-708-450-3014,
bruff@alberto.com; or Jennifer Yu of Siren PR, +1-212-625-3500,
jennifer.y@sirenpr.com, both for TRESemme

Web site: http://www.alberto.com/

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