TRESemmé x The Devil Wears Prada 2: Runway-Ready Glamour

Fashion, film and beauty came together as TRESemmé partnered with The Devil Wears Prada 2 for a global Runway-Ready campaign ahead of the film’s May 1, 2026 release. We covered the campaign across its many touchpoints, capturing how TRESemmé translated the unmistakable glamour, attitude and fashion language of the film into experiences that audiences could actually step into. Rather than simply using the film as a backdrop, the partnership built a world around it — one where beauty became part of the storytelling and runway-ready hair became the hero.

The collaboration came to life through a series of special-edition, movie-inspired products, including the “Groundbreaking” Dry Texture Spray, “Runway Ready” Lacquer Shine Spray and “That’s All” Workable Hairspray. Each product extended the campaign beyond the screen, bringing a little of the film’s polished, editorial energy into everyday beauty routines. The experience expanded further through interactive Hair Cafés, including the activation at BeautyFest Asia 2026, where audiences could explore styling stations, discover exclusive merchandise and engage with experiences inspired by the film’s iconic characters and fashion universe.

TRESemmé also took the partnership into more elevated spaces with exclusive premieres, runway events and VIP hair treatments, creating moments that felt straight out of the world of high fashion. From the styling chair to the red carpet, every element was designed around the idea of Runway-Ready — polished, confident and distinctly cinematic. With fashion, film and beauty working seamlessly together, the campaign turned the anticipation surrounding The Devil Wears Prada 2 into a multi-sensory brand experience, giving audiences more than a glimpse into the world of the film — it gave them a way to participate in it.