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Wella
A new way to show the Wella Professionals Hair Color Preview to hair salons.
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The challenge
The people who really define the market for hair color are the end consumers. They might come to the salon on a whim or after weeks or even months of careful deliberation. The same goes for trends. They might change in a heartbeat or survive a couple of years. Wella Professionals had to change their approach of showing their Hair Color Preview to clients twice a year.
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Our story
Wella curates color as inspiration for every single consumer to enable them to create a unique look, matching their character. People nowadays find their hair inspiration online on Instagram or Pinterest. So instead of simply presenting color trends, we wanted to inspire. And as we focused more on the individuals, we also emphasized on the consultation, as this is the first big step towards a happy visit to the hair salon.
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A new approach
For the first time, we did not simply introduce new hair colors. Instead, we try to inspire by showing what looks are possible with the new colors. Wella has created a toolbox to enable hairdressers around the world to create personalized looks for their clients. Because inspiration starts with the individual.
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Profit from strong strategy and creative effectiveness.
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