TRESemme(R) is in Fashion

    TRESemme Announces Hair Care Partnership with The CW's Stylista and

           Sponsorship of Mercedes-Benz Fashion Week Spring 2009



    MELROSE PARK, Ill., Aug. 20 /EMWNews/ -- TRESemme, known for staying

ahead of the trend curve, is changing the style of reality television once

again as the hair care partner of The CW's Stylista. This creative new

partnership offers the brand an ideal platform to reach twenty-something,

style-savvy women. This stylish relationship will begin at Mercedes-Benz

Fashion Week this September where TRESemme is the official hair care

sponsor.



    Executive produced by America's Next Top Model's Tyra Banks and Ken Mok

and Project Runway's Eli Holzman, Desiree Gruber and Jane Cha, Stylista

will follow 11 fashion hopefuls as they compete to win a paid editorial

position at ELLE magazine. ELLE fashion news director Anne Slowey, along

with creative director Joe Zee, will serve as mentors and ultimately decide

who will be eliminated each week.



    "TRESemme successfully brought high-fashion style to the masses over

four seasons as the official haircare partner on BRAVO's Project Runway and

looks to increase the momentum with The CW's Stylista. The move to The CW

Network was organic, as we're both creating content for the same audience,"

says Brandy Ruff, Alberto Culver Integrated Marketing Communication

Director.



    After years of successful partnerships with entertainment properties

such as Project Runway and Conde Nast's Movies Rock, TRESemme continues to

be a fashion-forward brand as they partner with The CW to reach the

twenty-something savvy stylista. This innovative partnership involves a

multi-platform marketing campaign to engage stylish women. The campaign

features sponsored vignettes showcasing talent from the show driving viewer

interaction, custom content on CWTV.com and TRESemme.com, retail and

consumer promotions and public relations initiatives.



    Further cementing their fashion-minded positioning, TRESemme has signed

as the exclusive hair care sponsor of Mercedes-Benz Fashion Week Spring

2009 in New York City, a natural partnership, as TRESemme continues to be a

strong trendsetter in the beauty arena.



    Stylista premieres Wednesday, October 22 (9:00-10:00 p.m. ET/PT) on The

CW. TRESemme offers professional, affordable hair care and is the #5 hair

care brand(1) and #1 styling brand(1). For more information, visit

TRESemme.com or CWTV.com.



    Mercedes-Benz Fashion Week Spring 2009 will take place in New York City

from September 5-12, 2008.



    (1) Total sales dollars for 12 weeks ending on 7/6/08 per IRI FDMx