TRESemme to highlight Fresh Start Collection at Mercedes-Benz Fashion Week

MELROSE PARK, Ill. — Hair care brand TRESemme has announced that it will once again make a splash, showcasing chic styles on and off the runway as the official sponsor of Mercedes-Benz Fashion Week Swim 2012 in Miami from July 14 to 18. 



TRESemme will highlight the brand's Fresh Start Collection category of dry shampoos ­ interactively throughout the week. With a swimwear sponsorship, sampling at the chic TRESemme Cabana, exclusive social media content and other VIP activities in tow, TRESemme is aiming to bring stylish hair to fashion-week goers and to women at home.



For the third consecutive season, TRESemme will sponsor boho-chic designer Mara Hoffman's show on June 16 at 8 p.m. inside the Cabana Grande. TRESemme stylist Elsa Canedo will be leading the brand styling team to create looks using an assortment of stylers, including the Fresh Start Collection.



Attendees throughout the week will be encouraged to stay cool inside the TRESemme Cabana, where guests will get a sneak peek at the latest innovations featured in the Fresh Start Collection and will walk away with a sample of the TRESemme Fresh Start dry shampoo.



VIP guests will be invited to beat the heat inside the Raleigh Hotel at the Mercedes-Benz Star Lounge Suite on July 15 from 3:30 p.m. to 5:30 p.m., as Mercedes-Benz celebrates its latest convertible model. Here, TRESemme stylists will be on hand at the "Top Down Pony Up" hair bar to create complimentary polished ponytails and summer 'dos.