Having been around for 70 years, it's safe to say TRESemmé knows a thing or two about formulating innovative hair care products. Over the past seven decades, the brand has debuted dozens of salon-quality collections like Pro Pure, Flawless Curls, and Rich Moisture. Recently, the brand introduced its newest range, Pro Infusion. The collection—which includes shampoos, conditioners, and tonic waters—aims to make it easy to achieve fluid, ultra-shiny hair at home. The best part? Everything is under $7. Ahead, learn more about the TRESemmé Pro Infusion collection, from the products to the unexpected launch campaign.
With the TRESemme Pro Infusion collection, there's something for everyone. There are products specifically tailored toward creating volume (Fluid Volume), smoothing (Fluid Smooth), enhancing curls (Fluid Curls), and preserving color (Fluid Color). Each sub-collection includes a shampoo and conditioner. However, the Fluid Volume and Fluid Smooth ranges also boast tonic waters.
All the products are powered by COCO-PROTEINize technology, a hydrating and elasticity-boosting combination of plant proteins and coconut oil. Each sub-range is also loaded with a few additional ingredients to enhance its effectiveness. Fluid Volume contains biotin to boost your hair's shine and strength. Fluid Smooth is enriched with niacinamide to enhance hair growth. Fluid Curls is focused on hydration, tapping hyaluronic acid to help increase moisture. Fluid Color has vitamin E, known to stimulate hair growth, increase shine, and rejuvenate the scalp.
TRESemme chose to launch the Pro Infusion collection in an unexpected way, partnering with Emmy award-winning choreographer Parris Goebel and the USA Olympic Artistic Swimming Team to create an artistic short film called "Fluid." In the Agostina Gálvez-directed visual, the swimmers (who typically use gelatin to slick their hair back for performances) were able to let their hair down and showcase its fluidity. Goebel intentionally shaped the underwater choreography to emphasize how beautifully their hair flows when they swim.
"I think [beauty] is such a key part of storytelling," she says. "It's just as important as what you're doing and what you wear. But I've never done anything like this before. I love to push myself as a creative. If it sounds scary and challenging, I'll do it. And that's what made this project really exciting. Even going into rehearsals, I was like, How do we pull this off? It turned out even better than I expected, and it's so beautiful. I'm really proud to be a part of [this project]."
In addition to working with the USA Olympic Artistic Swimming Team for the campaign, TRESemmé has kicked off a two-year partnership with the athletic group and plans to support them in their pursuit of the 2024 Summer Olympics in Paris.
I alternate between wearing my hair curly and straight, so I wanted to test the products both ways. I used the Fluid Volume Hair Tonic Water on damp curls to help refresh them. I immediately noticed that it was easier to detangle my hair once it was saturated with tonic water. Once my curls dried, they were noticeably more hydrated, voluminous, and shiny.
I also had the chance to get my hair washed and blown out using the Pro Infusion Curl line at the Nine Zero One Salon in West Hollywood. My hair was long overdue for a wash and needed an intense dose of moisture, so I was eager to see how the products performed. Hairstylist Caprice Torres began by prepping my hair using the shampoo and conditioner.
First things first: the products smell amazing. Now, onto the results. Sometimes, shampoos can be too stripping, and conditioners aren't moisturizing enough. However, to my delight, my scalp and hair felt incredibly clean but deeply conditioned. After my wash was done, Torres worked with celebrity hairstylist Marissa Marino to blow out my hair. And that's where I noticed the true magic of the Pro Infusion Curl collection. Once they finished, my hair looked so fluffy and glossy (and it felt so soft and smooth). It's been a little over a week since my appointment, and my blowout is still holding up. So, I'm definitely excited to keep using the line on wash days.