TRESemme and ELLE Form Strategic Partnership for the Innovative New Series, 'Dirty Little Secret'

CAA Marketing Helped Develop the Multi-Platform Graphic Novel and Assemble the Celebrated Creative Team

Jun 01, 2010, 10:26 ET from ELLE

NEW YORK, June 1 /PRNewswire/ -- ELLE, the number-one global fashion magazine, announced today that it has formed a strategic partnership with TRESemme, the number-one styling brand in the U.S.* Through the partnership, ELLE and TRESemme, along with CAA Marketing, a division of the leading entertainment and sports agency, CAA, will launch "Dirty Little Secret," a print and digital graphic novel series, which follows the lives of savvy, stylish and single women living in NYC.  

Premiering on and the TRESemme Facebook fan page ( on May 25th, the 10-webisode series will be released on a bi-weekly basis and will be supported by an ongoing, monthly in-magazine section beginning with the June issue of ELLE.  

"At ELLE, we continuously seek to develop programs that are truly innovative and exciting to the consumer," says Anne Welch, COO, ELLE Group.  "With the surging popularity and increased interest in graphic novels, the timing is right, and this integrated collaboration is truly ground-breaking. TRESemme is such a forward-thinking brand that we knew they would be the perfect partner for such a unique project."

"When ELLE first came to us with the idea for 'Dirty Little Secret,' we immediately saw its potential," says Brandy Ruff, Director of Integrated Marketing Communication for Alberto Culver. "This graphic novella is an innovative way to engage and entertain women while providing them with beauty and fashion secrets from industry insiders at TRESemme and ELLE."

CAA Marketing, conceptualized and developed "Dirty Little Secret" for its client ELLE and helped assemble the multi-faceted creative team.  The series is directed by Mark Warshaw, producer of "Heroes: Evolutions," the graphic novel and transmedia experience that incorporated storylines from the hit NBC drama Heroes.  Warshaw and fellow Executive Producers, Tony Carenzo and Erin Carenzo are producing the project through their label Vine Intertainment, the production wing of The Alchemists Transmedia Storytelling Co. "Dirty Little Secret" marks the first collaborative writing project for Darin Mark and Rachel Mellon, each known for creating captivating storylines, witty female characters, and compelling dialogue. Mark and Mellon have previously written for feature films and network television for Warner Bros., Disney, Castle Rock, and NBC.  Animator and artist Annie Wu from WildStorm, also known for her work on the upcoming comic book series "The Liberators," has created some of the most gorgeous hair and emotive faces with "Dirty Little Secret." To add a fashion finishing touch, ELLE's Fashion Director, Alexis Bryan Morgan, personally styled the cast of characters drawing inspiration straight from the runways.  

To make the program a truly interactive experience and take advantage of both brands' strong social media platforms, "Dirty Little Secret" will also live on the TRESemme and ELLE Facebook fan pages.  The platform will provide the opportunity for instant fan feedback, behind-the-scenes footage, interviews from the writers, illustrators and director, as well as the back story on how the series came together.

*IRI F/D/M all outlet dollar sales 12 weeks ended 2/14/10