TRESemmé continues to introduce innovations that support freedom of expression in shaping hair according to individual identity, ranging from textured and voluminous to sleek and polished looks often seen on public figures such as Syifa Hadju. However, behind these styling choices lies the repeated use of heat styling tools, which presents a challenge as it may affect long term hair health.
In today’s increasingly dynamic lifestyle, along with growing awareness of the importance of maintaining hair health without compromising appearance, the need for a more mindful approach to styling has become more relevant, especially for women with high mobility and demands to look their best in every moment.
Addressing this need, TRESemmé Silk Press offers a more mindful and efficient approach for women who want to cheat from old habits that may damage their hair. “We aim to introduce a new innovation that delivers straighter, smoother, more controlled hair while remaining flexible for styling, without relying entirely on heat,” said Shakina Dharma, Demand Generation Lead for Premium Hair and Innovation at Unilever Indonesia.
“Unlike instant straightening solutions, this range is powered by Amino Press Technology, which works from within to optimize hair structure and smooth the cuticle. The result is hair that is manageable, naturally straight looking, and not stiff. The process begins with a pre wash ampoule applied for 15 minutes to prepare the hair texture. This ritual is followed by a smoothing shampoo, a hair mask for deep nourishment, and a finishing serum to lock in the final result. The entire range works in synergy to deliver smoother and more controlled hair over time,” explained Christina Yusuf, Hair Research and Development Formulation Lead at Unilever Indonesia.
To introduce this innovation while educating consumers on the importance of maintaining hair health amid daily styling routines, TRESemmé presents Silk Press Hotel by TRESemmé, an experiential space designed to help women better understand their hair condition.
Designed as a personal, intimate, and relatable space, the hotel concept serves as a metaphor for a reset journey. It is a moment to dare to cheat from old habits that may damage hair and shift toward a healthier and more modern approach. Here, transformation goes beyond the final result and focuses on a more intentional process of leaving behind excessive reliance on heat styling and building a more mindful hair care ritual over time.
The journey begins at the Check In Room, where visitors undergo a hair check using interactive technology to understand their hair condition and the importance of proper care, especially within daily heat styling routines. Through this approach, visitors are encouraged to reflect on habits that may feel practical yet require balance with more mindful care to maintain long term hair health.
From there, visitors enter the discovery phase at the Silk Press Suite, an exploration space where they can experience the Silk Press innovation more closely. Each step of the ritual, from pre wash to finishing, is presented live, allowing visitors to witness how the TRESemmé Silk Press range works as a more mindful option.
The experience continues with the Temptation Hair Lounge, where the first cheat moment comes to life. Here, visitors can directly try the Silk Press ritual, similar to a professional salon treatment, and experience smoother, more manageable, and sleek hair without heat. This is where the idea of cheating transforms into a tangible experience.
The transformation reaches its peak at the Style Reveal Studio and Glam-Levate Corner, where results are not only achieved but elevated into an editorial moment. Supported by professional styling, a fashion forward ambiance, and technology such as a glambot and photo installation, visitors can capture their best version looking polished, confident, and ready for the camera, just like a model in an editorial shoot.
Through this complete journey, Silk Press Hotel by TRESemmé not only offers a product experience but also encourages women to build a more mindful relationship with their hair. This initiative takes place from 9 to 12 April 2026 at the Main Atrium Senayan City, Level 1, and is open to the public with applicable purchase requirements and terms and conditions. Visitors will have the opportunity to enjoy a fully curated experience and easily continue the hair care ritual at home.
This perspective is reflected in the daily life of Syifa Hadju, who balances a busy schedule filled with various important moments, from photoshoots to public appearances, requiring her to always look her best. In this dynamic, achieving consistent salon quality hair without relying excessively on heat styling becomes essential. Behind her consistently sleek and polished look lies a conscious effort to balance styling and hair health.
“TRESemmé Silk Press supports my routine by delivering salon quality results without relying on excessive heat while maintaining long term hair health. Ultimately, beauty is not about holding on to old habits, but about embracing change in a more mindful, modern, and authentic way,” Syifa Hadju concluded.