TRESemmé Aims to Get Consumers Out With Nightlife-Driven Party Tour

TRESemmé wants you to ditch the scroll and hit the dance floor.

The haircare brand has launched its new "Get TF Out of Bed" campaign, spotlighting the "A-List Collection Dry Texturizing Spray" as the must-have styling fix for spontaneous nights out.

The push invites consumers into what the brand calls their “yes” era, swapping excuses for last-minute plans and big-city energy.

Partnering with Eventbrite, TRESemmé is hitting five party hubs in Miami, Nashville, Los Angeles, Chicago, and New York City between mid-August and mid-September.

Two stops, Miami and Nashville, will feature the TRESemmé Touch-Up Truck: GTFOOB Tour, a mobile pop-up salon offering about 30 first-come, first-served styling appointments booked through Eventbrite.

“We’re a brand backed by the belief that everyone deserves to have unshakeable confidence,” said Yoni Klein, Head of Marketing, TRESemmé North America at Unilever.

"This campaign is about more than hair. It's a mood shift. It's about embracing experiences that feel as good as you look, and ensuring nothing holds you back from saying 'yes' to the moments that matter."

The campaign doubles down on social content with a three-episode YouTube series, also called "Get TF Out of Bed!"

The show will be hosted by TRESemmé brand ambassador Paige DeSorbo, and will also feature a handful of influencers like:

• Xandra
• Mia Martini
• Victoria Villaroel
• Maria Georgas
• Victoria Fuller

Here, their goal is to rally their own squads for nights out and live up clubbing culture across multiple cities.

From Clubs to Runways

The tour wraps in New York City during fashion’s biggest week, where the A-List Collection will be featured on the runway and at after-parties.

TRESemmé extends the Dry Texturizing Spray's role from casual nights out to high-fashion events by positioning it as a quick-fix styling essential.

The exclusive retail tie-in keeps the brand activation accessible, with the full A-List Collection available at Target for $11.99.

From “party girl pony” to “cut-the-line curls,” the product is pitched as a go-to for anyone who doesn’t wait for permission to make an entrance.

With nightlife, influencer, and fashion audiences intersecting, the campaign bridges multiple lifestyle segments while keeping its product at the center.

Our Take: Is Nightlife the New Runway?

I think TRESemmé’s strategy works because it bakes both glamour and spontaneity into the campaign.

It wants to show that nightlife can be a space for high-style moments, redefining where beauty truly belongs.

Meanwhile, the Eventbrite partnership ensures real-world engagement, and the social series keeps momentum online.

Overall, it’s a bet that modern consumers want beauty solutions that are as impulsive as their nightout plans.

In other beauty news, e.l.f. Beauty launched a comedic campaign starring Matt Rife and Heidi N Closet.