TRESemme reinforces professional haircare leadership through brand relaunch, introducing SALON BOND BUILDING SYSTEM

TRESemme, a leader and expert in professional haircare products under Unilever, a leading organization dedicated to fostering sustainable positive impact, is continuing to embark on its mission to restore beautiful hair through a major brand relaunch, offering Thai consumers hair bond¹ repair technology used by premium salon professionals at an affordable price for the first time. TRESemme Keratin Smooth BONDPLEX+, a hair nourishing innovation, combines Unilever's exclusive technology 'SALON BOND BUILDING SYSTEM', which helps rejuvenate the hair structure from within, making it strong, smooth, and easy to style. This move redefines effective haircare and caters to new-gen consumer lifestyles and needs - from cleansing to deep nourishment, allowing everyone to look after their hair with professional salon technology at home.

Ms. Preechaya Saiwilai, TRESemme Senior Brand Manager and B&W E-com Strategy, said: "Unilever puts consumers first. We are committed to creating happiness from beauty and wellbeing for everyone through our scientific-innovation empowered products. Consumers nowadays focus on nourishing hair structure, making bond repair one of the most widely sought after trends. As a leader and expert in professional haircare products, TRESemme is delivering a premium experience of salon-standard hair bond revitalization to consumers nationwide at an affordable price for the first time ever, letting everyone get their hands on our cutting-edge innovation to enrich hair bonds in TRESemme Keratin Smooth BONDPLEX+ while pampering and styling their hair. This reinforces TRESemme's commitment to 'Bring that salon feel - to everyone, everyday', fostering inner beauty and confidence, uplifting consumers' quality of life, inspiring and sparking professional hairstyling, as well as helping individuals fulfill their personal beauty."

TRESemme has long-standing expertise in the industry and has been promoting people's confidence across the world for over 70 years - since the brand was established in 1948 by Alexandre F. Godefroy, owner of a major cosmetics manufacturing company in St. Louis, Missouri, USA, and Edna L. Emme, recognized as one of the most influential hairstylists in the American beauty business. With the vision to bring professional-grade products from salons for women to use at home, the brand name was conceived from a play on words in French that means 'much-loved'. Currently, TRESemme continues to focus on developing hair cleansing products, haircare products, and hairstyling products of proven quality that are accepted by professional hairdressers worldwide, helping everyone create salon-like beautiful hair every day.

Ms. Rattana Miphokasap, Beauty & Wellbeing SEA Formulation, said: "TRESemme has studied insights from polished women and found that their desire is to have an outstanding and beautiful hairstyle at all times. This can lead to damage of the hair bond - which is significant to hair structure. TRESemme's research and development division therefore created Unilever's exclusive technology: SALON BOND BUILDING SYSTEM. The particles used are small and can be absorbed to repair millions of broken hair bonds. Additionally, TRESemme uses salon-trending ingredients that are valuable for haircare in Keratin Smooth BONDPLEX+ products, including keratin, which helps make the hair strands smooth to the touch, provides moisture, prevents frizz, and makes the hair appear softer; peptides, small chains of proteins that help strengthen hair strands and reduce breakage; and amino acids, the smallest units of protein, which nourish hair damaged due to coloring, restoring it to good health from within. This endeavor is a comprehensive haircare upgrade, restoring strength, elasticity, shine, and long-lasting smoothness to the hair structure."

TRESemme Keratin Smooth BONDPLEX+ comes with the brand's best-ever technology, which elevates the haircare process in a holistic way, starting from cleansing, nourishing, and protecting, through to styling. The products include:

• TRESemme Keratin Smooth Shampoo - now available at Tops Market, Watsons, Lotus's, Big C, Lazada, and Shopee
• TRESemme Keratin Smooth Conditioner - now available at Tops Market, Watsons, Lotus's, Big C, Lazada, and Shopee
• TRESemme Keratin Smooth Treatment Mask - to be available at leading stores nationwide from April 1st, 2024 onwards.
• TRESemme Keratin Smooth Serum - now available exclusively at Watsons, and official stores on Lazada and Shopee.

For product information and updates, please visit TRESemme's website and Facebook page.

¹The term 'hair bond' refers to the cortex. When tested with hair strands using DSC technique, the results vary depending on the individual's hair condition when using TRESemme Keratin Smooth Shampoo, Conditioner, Treatment Mask, and Serum.