Tresemmé has launched a new haircare range that it claims can rectify two years’ of damage after just five uses.

Rolling into supermarkets now, Tresemmé Platinum Strength comprises five products: shampoo and conditioner (rsp: £4.99/ 500ml), deep conditioning treatment (rsp: £5.50/180ml), leave-in conditioner (rsp: £5.50/125ml) and a concentrated rinse-off treatment (rsp: £1.49/15ml).

The products had been designed to fortify and strengthen hair damaged by heat styling, hair colouring and bleaching, said brand owner Unilever. They would appeal to the 60% of women in the UK [Kantar Worldpanel] looking to repair damaged hair, added brand manager Annabel Granger. “Made with a new renewing complex formula that replaces the lipids and visibly repairs up to two years’ damage after just five uses, the products also help reinforce the hair’s natural protective barrier,” she said.

Unilever is supporting the launch with a £2m push leading with a TV campaign kicking off on 25 March and followed by print and digital activity. The brand has also launched ‘how to’ videos for consumers on its UK YouTube channel.

Topics