Wella Professionals
When I started working for Wella Professionals at Select World, the brand's CI colours were grey and red. Models were posed against an undefined grey background with the logo watermark taking up most of the advertising space.
Our aim was to bring the brand into the 21st century and make it relevant again to hairdressers (B2B) and a younger target group (B2C).
Agency: Select World Position: Head of Art
In a short space of time, we have positioned Wella Professionals as an aspirational, trend-setting brand. We have focused on building a strong relationship with hairdressers, educating them on relevant trend themes and training them to create contemporary styles using Wella Professionals' product innovations.
Output: Image & Product Campaigns (B2B & B2C), Digital, TVC, Print, POS, App, Editorial
Trendvision
We brought Wella's trend initiative "Trendvision" to life twice a year: A/W and S/S. These campaigns educated hairdressers about upcoming social and fashion trends and how to translate them into hairstyles. Educational videos explained how to achieve the trendy looks with Wella Professionals permanent and non-permanent color shades and styling products.
Wella Professionals Styling
We invented Hotel Decadence as a stage for the latest hair styles created with Wella Professionals styling products. Here we created our inspirational hair stories and produced educational content for hairdressers.
Instamatic
The quick Color Touch add-on service is a must-have to keep you and your hair colour instantly on trend - for up to 8 washes.
Illumina Color
See color in a new light! With Illumina Color, hairdressers can now harness the power of light for color results that shine in any light.
Innosenese – the concious color
Introducing the new Koleston Perfect Innosense, a vibrant permanent color brand specially formulated to reduce the risk of allergies.
