Haircare giant TRESemmé has tapped four YouTubers to act as correspondents and content producers for the brand during New York Fashion Week.
Marianna Hewitt, Casey Holmes, Paola Alberdi and Amy Lee of Vagabond Youth will be covering TRESemmé sponsored shows by going backstage and reporting on trends. The content will then be shared on their own platforms and is expected to reach a combined global audience of five million.
This approach to fashion week content production is reportedly to target Millennial women. Research by TRESemmé found that 69 percent of consumers in this group have purchased a product recommended by an influencer. It's been noted that the brand's content also performs better when it comes directly from an influencer as opposed to a heavily-produced campaign featuring the influencer as it would a celebrity.
TRESemmé senior brand manager Laura DiMiceli says that the influencers are being given free reign to plan their own content but she expects audiences will see some hair tutorials and trend recaps.
DiMiceli explains: "Essentially, instead of TRESemmé unleashing a full production crew backstage to film an influencer interviewing a hairstylist, the influencer will go in herself, armed with her iPhone, and determine how she wants to cover it. And instead of get-the-look tutorials filmed in a studio with professional equipment, the influencers will do their own tutorials just how they normally would."
Historically the brand has produced backstage get-the-look content with influencers such as Harley Viera-Newton and Arielle Charnas of Something Navy, who appear in tutorials and backstage interviews. TRESemmé have taken this new approach with the aim of creating more authentic content to give its audience a glimpse of what fashion week life is really like.
Image: @marianna_hewitt
