TRESemmé has tapped model and television host Chrissy Teigen to host a series of humorous YouTube videos to celebrate the launch of its new reverse-wash system, Beauty-Full Volume.

The YouTube videos will feature Teigen unveiling the new line, designed to work in reverse: condition first to soften, then shampoo to wash away weight.  The launch went live today on a gorgeous new landing page on the TRESemmé website.  Me likey!

“I’m thrilled to be teaming up with a brand that’s getting people to re-think their hair washing routine and encouraging them to reverse it up,” says Teigen via press release. “This collection is a game changer!”

The campaign with Teigen is also being supported with a robust marketing program across print and digital, beginning today. TRESemmé will extend the campaign’s reach by partnering with digital influencers who will be chronicling their reverse wash journey through a series of videos on their YouTube channels and in paid media.

This week, TRESemmé is also Official Haircare Sponsor of New York Fashion Week. Teigen will be on-site with the brand as part of the sponsorship.  The Beauty-Full Volume Collection will be also be used at select sponsored runway shows.

Watch the video teaser with Teigen below!  Ah…I just LOVE her!