Tresemmé is taking a playful swipe at the Gen Z “bed rotting” trend — spending an entire day in bed doing nothing — with a bold new marketing push for its dry texturizing spray. The brand claims the product can instantly transform “bedhead” into effortless “woke-up-like-this” waves, perfect for last-minute outings.
To prove it, Tresemmé is rolling out the “Get TF out of bed” campaign in partnership with Eventbrite, sponsoring in-person events in major U.S. cities from mid-August to mid-September. A mobile pop-up salon, the Tresemmé touch-up truck, will kick things off on August 15 in Miami’s South Beach and on August 22 along Nashville’s Broadway. The first 30 participants to book via Eventbrite will enjoy professional hairstyling sessions.
The campaign will feature a three-part social media series across all brand channels, with extended episodes on YouTube. Appearances will include brand ambassador Desorbo and popular creators Xandra, Mia Martini, Victoria Villaroel, Maria Georgas, and Victoria Fuller — reflecting Unilever’s broader strategy to dedicate 50% of its marketing spend to social media.
Tresemmé also hinted at a strong presence during New York Fashion Week (September 11-16), where its A-list collection will be showcased. The dry texturizing spray, retailing exclusively at Target for $11.99, is positioned as a must-have backstage beauty essential.
This initiative comes as parent company Unilever continues to ramp up marketing across its portfolio. Alongside Tresemmé’s tour, Dove recently launched an open casting call for an “underarm ambassador” tied to its sponsorship of the 2025 U.S. Open. In the first half of 2025, Unilever reported $34.45 billion in revenue — a 3.4% year-over-year increase — with $5.17 billion invested in marketing.
