TRESemmé Partners with Normani, Batsheva Hay for ‘Power Your Style’

As a leading styling brand, TRESemmé understands that style is more than just a look. It is represented by how every woman presents, speaks and acts as their authentic self. Driven by the brand’s purpose to champion personal style and the power that it brings, TRESemmé announces the “Power Your Style Project,” a commitment and partnership with The Representation Project, multi-platinum artist Normaniand American fashion designer Batsheva Hay, to advocate for every woman’s truest expression of her personal style. 

 

TRESemmé believes that when personal style is embraced, it helps women reach their full potential. However, the brand says not all women are able to embrace their style due to “double binds” – the conflicting societal messages, images and queues that tell a woman how she is supposed to look, speak and act. Examples include being told to be more assertive but not bossy, dress to impress but don’t be too bold, and speak up but not too loudly. To reveal the effects of double binds on women’s personal style and professional ambitions, TRESemmé collaborated with The Representation Project, a leading global gender justice nonprofit organization, on a first-of-its-kind study on double binds using both qualitative and quantitative methods. 

 

The study found that two-thirds of women experience double bind messages, especially Gen Z women ages 18-24. Ninety percent of these women report that double binds prevent them from being their “authentic” self. Nearly half of women report experiencing double binds at work, with two-in-five women reporting that double binds negatively impact their professional career/job. A majority of women (61%) reported they would be happier if they had more freedom to express their style.

 

To launch the program, TRESemmé is partnering with multi-platinum selling artist Normani who herself has experienced double bind criticism and has had to navigate other societal expectations throughout her career. The Representation Project found that the most common double binds prominent women experience on social media include receiving comments that they are overly confident, yet insecure (84%) and being called lazy, while also being told that they are overly ambitious (80%). 

The brand is also showcasing and celebrating women’s personal styles through #MyStyleIsMyPower – a social movement that the brand kicked-off on TikTok that encourages women to embrace their personal style, despite the double binds that keep them trapped in a world of seemingly wrong choices. Furthermore, TRESemmé has committed to evolve all brand content to ensure that a wide variety and diversity of styles are showcased across brand channels. 

 

“For more than 70 years, TRESemmé has been committed to providing salon-quality products that empower every woman to embrace and define her personal style, every day,” said Jessica Grigoriou, head of beauty marketing and salon & masstige hair portfolio director at Unilever NA. “As a top global brand, we have an important role and a responsibility in setting the tone in how personal style is expressed and the way we represent style. We are thrilled to be launching the ‘Power Your Style Project’ with our incredible partners to inspire women everywhere to embrace their personal style.”

TRESemmé is a sponsor of New York Fashion Week: The Shows and is providing designer partners, including Fe Noel,Christian Siriano, Mirror Palais and Batsheva, with professional stylists and innovative products to enhance each models’ unique style and complement the designers’ collections. On Sept. 14, Batsheva Hay will be participating in a panel discussion alongside Normani and TRESemmé global hairstylist Justine Marjan to speak about the power of embracing personal style. 

The styling of the models was created by Unilever Stylist & Celebrity Hair Artist Lacy Redway.