After three years, the partnership between Unilever’s premium international hair care brands, Motions and TRESemmé and SA’s top fashion platform, the South African Fashion Week (SAFW) continues to deliver head turning results for both brands.
“Great hair is always in fashion” is Tresemme’s international positioning that underpins the brand’s sponsorship of New York Fashion Week. It applies equally to the fashion-forward individual that we are targeting in South Africa through our association with the country’s leading fashion platform,” says Sphe Mjadu PR Manager, Personal Care, Unilever South Africa.
Both Motions and TRESemmé as brands are aimed at style savvy consumers. The association with SAFW with its enormous degree of credibility among the fashion media and industry was therefore a natural fit to make inroads into that market.
“Five seasons into becoming SA Fashion Week’s Hair Care sponsor, we can confidently say that it was the right marketing decision. It has allowed us to establish an exceptionally powerful association between our two premier hair care brands, Motions and TRESemmé and trendsetting fashion,” according to Mjadu.
Since the inception of the association in 2012, the Sheer Glamour Collections by Motions and TRESemmé has also become the showcase’s much anticipated opening event giving a first view of the fashion and hair trends to expect for the up-coming season.
“SA Fashion Week has provided Motions Hair Care with the perfect stage to introduce leading-edge hair styles. This has undoubtedly enabled us to entrench the association between the brand and fashion as well as create an understanding by the consumer that a hair style and how you dress up for the hair style go together,” she says.
“It is particularly exciting to see how the looks that Nthato Mashishi, our South African brand stylist, launches each season lives on long after the immediate excitement of the ramp and the media hype, to actually become the looks that women adopt for many months thereafter.”
This year the incumbent trend stylists of the respective brands, Nthato Mashishi for Motions and Matthew Mansoor for TRESemmé and eight top South African designers – Black Coffee, Clive Rundle, Lunar, Joel Janse van Vuuren, Gert-Johan Coetzee, Cutterier by Laz Yani, Vino and Rubicon – collaborated to develop eight distinctive hair looks that complemented each of the respective designer’s Summer 2014 signature collections.
Mashishi developed four new trend looks for Motions to complement the collections by Gert-Johan Coetzee, Cutterier by Laz Yani, Vino and Rubicon
Mansoor will developed four trend looks styles for TRESemmé to express the Summer 2014 moods of Clive Rundle, Black Coffee, Lunar and Joel Janse van Vuuren.
Mansoor’s clients include Jamali, local soccer stars Ryan Botha and Larry Cohen as well as celebrated Bollywood actress, Shilpa Shetty.
Mashishi is well-known for conceptualizing looks for magazines like Drum, Cosmopolitan, Destiny and Marie Claire as well as for celebrities such as songstress Lira and the international tennis circuit power sisters, Venue and Serena Williams.
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