Merchandise Management 

Company
TRESemmé is an American international hair care brand that was first founded in St. Petersburg
by the Godefroy Manufacturing Company in 1947. Louis, U.S. Missouri. It is named after Edna
L. Emme, a popular hair care specialist. The brand name is a transliteration of “well-loved" and
"très-aimé" in French. The original aim of the TRESemmé product line was to sell only the bran
d's products in beauty salons. Nevertheless, it was sold to supermarkets and pharmacies as the
product line became more popular. Alberto-Culver purchased the TRESemmé brand in 1968 - a
company bought by Unilever in 2010. Moreover, at several fashion catwalks, prestigious beauty
events such as Vietnam's Next Top Model, New York Fashion Week, Fashion Designer - US Proje
ct Runway, the product is also present.

1. Product Category

There are 5 types of products which TRESemme is purchasing in VietNam.

- Shampoo: This is the most popular product line of brand , especially Keratin Smooth line . The line of shampoo
products are promoted by the company and distributed to consumers more than other lines
2.Types of TRESemme shampoos
TRESemme shampoos are currently offered in all 10 varieties. Each type has different users in p
articular, such as: dry hair, hair loss, curly hair, etc. However I will only introduce about 3 TRESe
mme shampoos that are prevalent in the Vietnamese industry.
2.1 Keratin Smooth Shampoo.
Keratin shampoo is formulated to leave your hair gorgeously sleek and control frizz.
2.1.1 Main Ingredients and Uses:
TRESemmé Keratin Smooth Shampoo for dry - frizzy - tangled hair, with a formula containing 
essential oils of Argan and Keratin and low concentrations of sulfate, helps to deeply cleanse, gi
ving hair 5 effective after 1 use: hair in line - smoothness - softness - decreased fibers – tangles.
Besides, there are vitamins that are beneficial to the skin and hair such as vitamins D, E, A, B ...
Thus, the product gives hair the necessary moisture and important nutrients, making the hair
shiny, evenly colored and in perfect folds.

2.2 Salon Detox Ginger And Green Tea shampoo.

The product is suitable for hair that shows signs of breakage, loss of shine... due to impacts such
as dust pollution, sweat, styling ....

2.2.1 Main Ingredients and Uses:

With natural ingredients including ginger and green tea, this shampoo removes harmful dirt
and provides essential nutrients for hair. Specifically, the product contains an extremely gentle f
ormula - do not contain parabens and colorants.
2.2.2 Composition:
TRESemme Salon Detox is extracted from two main ingredients, ginger and green tea.
Therefore, the product helps to gently clean hair and effectively detoxify the hair.
2.2.3 Evaluate:

The outstanding advantage of this product compared to other TRESemme shampoos is its
pleasant scent, bringing a sense of relaxation. However, there are also many opinions for the
line, TRESemme Salon Detox causes hair dryness in some cases.
1.3 Platinum Strength Shampoo.

1.3.1 Main Ingredients and Uses:

The TRESsemme Platinum Intensity Shampoo ingredients include the Renewing Complex, an ex
cellent hair-regenerating complex. It produces a hair defensive barrier that is normal. Silicone, a
t the same time, is responsible for deeply penetrating, smoothing the hair surface, making the h
air roots protected, clear of damage and shine from the inside. The product can prevent and co
mbat weak roots or hairline breakage due to excessive styling. The product is particularly safe, s
o it can be used for postpartum women and lactating women.
1.3.2 Note:
Since it is only one line of shampoo that supports hair loss treatment, of course, it will not show
too high effectiveness.
2. Fragrant
Each line has a different characteristic scent, all 3 lines of TRESemme shampoo that I present
above. But the plus point about the smell, in general, is that it's not too dark, causing
discomfort. For too long, the scent would also not stick to the hair.
3. Texture Shampoo

The shampoo's color is transparent and eye-catching. Nor is the oil too thick. A moderate
amount of foam would be formed if rubbed on the scalp. Several articles report that a shampoo
creates as little foam as possible.

3.Product life cycle

3.1 Introduction Stage
- TREsemme was bought by Unilever in 2010 after realizing potential growth of brand.
- In 2014 , TREsemme began its publicity efforts in entering market Vietnam as a professional
hair care brand.
- In early years in Vietnam , TREsemme focused on positioning themselves as a brand creating
salon-like quality hair care and styling products, which do not have high prices like a salon.

3.2 Growth Stage

- TREsemme offcically was a sponser of Vietnam’s Next Top Model in three continously years
( 2014, 2015 and 2016) . Vietnam’s Next Top Model is a popular TV program which looking for
talented model . TRESemme also associated with Elle Fashion Show and many other fashioned
shows & runway. Therefore , TREsemme is successful in creating brand awareness and
becoming familiar to customer in Vietnam.
-Moreover, they have well developed product by good social media.This is the strength of
TRESemme when they have numerous high-quality posts to attract seeding from
customers.They often also generate competition such as “ Spotlight Competition “ or opening
exhibition, they invited celebrities such as model Minh Tu, designer Hoang Ku,… and livestream
on fanpage.
- They take full advantages on social media by posting hair care tips from famous Beauty
Blogger or Influencers such as Chloe Nguyen,… Therefore, it brings various good reputations
and interactions from customers.
- TRESemme used both direct and indirect distribution channel such as mobiles sales, lines
sales, e-commerce sales page,… to easily provide choices and widely approach to customers
and the market.
-> TRESemme has been ranked as one of the top hair care brands and a great competitor in the
Vietnamese market due to the emergence of high-quality products.

COMPETITION & CHALLENGES

- ALthough TRESemme had certain success in marketplace , they still face to dominant and
competition from big brands in shampoo line like Doves , Sunsilk , Clear,…
- Their product just distribute typically in supermarket , e-commercial like Tiki, Shopee, Lazada…
About region , they can only afford to distribute the goods to urban regions , big city without
covering all marketplace by distributing both urban and rural regions as well as in traditional
trade include grocery stores , markets ,… like their competitors.
- About brand awareness , TRESemme has been appearing in Vietnam for 6 years , while their
big competitors had top position in here more 10 years. Top brand in shampoo line such as
Doves , SunSilk , Clear,...almost of ages knows those brand . TRESemme is indentified by young
generation who care about fashion , sociall media.
-> So TRESemme lies between Growth and Maturity Stage .

3.3 Maturity Stage

- In this stage , sales and profits peaked. TRESemme started to competing directly to popular,
important competitor and they are likely to overtake . Therefore, the company must be more
active in lowering prices, promoting, developing more product lines, improving existing product
lines, opening new distribution channels.
3.4 Decline Stage
- During this stage the sales reduce, maybe because consumer taste change. The sales might go
low or might even diminish as low as nil. The only way in which product can make money is by
reducing the price.