Unilever?s TreSemme is the latest marketer to employ virtual reality technology in its New York Fashion Week-themed activations, enabling beauty fans to experience a runway show featuring new hairstyle trends right from their mobile devices.

The consumer packaged goods brand ? also the official hair care sponsor of New York Fashion Week ? is leveraging virtual reality to give more exposure to its collection of products while offering fashion enthusiasts a way to experience the catwalk without attending in person. Consumers can watch TreSemme?s YouTube video to view designer Charles Youssef?s spring/summer 2017 runway presentation, as well as various new hairstyle trends.

?Our consumers look to their mobile devices to find the latest information, to be inspired and to connect with the world,? said Harman Dhillon, global brand director at TreSemme. ?That is why it is imperative that TreSemme builds unique programs, such as our sponsorship of New York Fashion Week, to authentically tell our story in a place our consumers are already at and enjoying themselves.

?This mobile-first strategy is meant to create entertaining content that consumers can feel like they are part of and can engage with, whether that is sharing it, commenting or just viewing it,? she said. ?We believe using technology like virtual reality and Snapchat is central to helping make experiences like New York Fashion Week accessible and real.?

Spotlight on virtual reality
This year, many brands are attempting to bring the exclusivity of New York Fashion Week to consumers? smartphones via virtual and augmented reality technology that enables viewers to feel as though they are attending shows in person.

TreSemme joined forces with designer Charles Youssef to broadcast his spring/summer 2017 runway presentation via a VR-enabled YouTube video.

The virtual catwalk video, which runs just over two minutes, features models walking down a makeshift runway on New York?s High Line. Each model?s hair was styled by legendary stylist Orlando Pita, who exclusively used TreSemme products to create each look.

Consumers can get a 360-degree view of the catwalk, clothes and hairstyles by using their fingers to swivel across their smartphone screens. If they are watching via desktop, they may use the cursor instead.

This type of activation allows beauty fans around the world to virtually experience some of the excitement surrounding New York Fashion Week and potentially become inspired to purchase TreSemme products for their own hair.

?Our consumers from around the world want VIP experiences and we know that traditionally New York Fashion Week is one of the most exclusive events in the world,? Ms. Dhillon said. ?By using virtual reality, we can bring them front row and make this event accessible for all.

?This video is just one piece within a series of content that will take consumers backstage, show them how to create the looks, and really give them the exclusive pass to New York Fashion Week like never before. It?s an experience that only TreSemme can share with them.?

TreSemme is not the only marketer using virtual reality to augment its on-site Fashion Week events.

Condé Nast?s Glamour is joining forces with the YouCam Makeup application to bring top beauty trends seen on the runway at New York Fashion Week to consumers? smartphones, enabling them to virtually try on the featured products at home (see story).

Styling up mobile video
The Unilever-owned hair care brand has also been placing a bigger focus on mobile video lately, likely in a bid to connect with millennials and younger consumers.

Earlier this year, TreSemme employed model and television personality Chrissy Teigen for a video series, which took the form of a video blog showcasing a new product line (see story).

Additionally, the brand took part in designer Misha Nonoo?s first Snapchat catwalk presentation last week.

?The Misha Nonoo Snapchat Look Book was a first of its kind and took place on Wednesday, September 7, before New York Fashion Week kicked off,? Ms. Dhillon said. ?Misha gave an all-access look at how a look book is created, showing everything from how she and her team choose a hairstyle, how to get that look and how it looks as part of the entire look.

?It really gave consumers a real glimpse into what happens backstage at a photo shoot like this ? something again, only TreSemme can share with our consumers.?