Overcome the barrier of an unknown or old-fashioned Wella Image in the eyes of education, sales, and stylists, while alleviating fear of change in product. Clearly show business benefit to carry Wella over existing products.
Drive loyalty to Consumer Indulgers. Improve the Koleston Perfect image by making more aspirational, inspiring and distinctive.
Co-developed North American Graphics Standard Guide that translated reapplication of Global creative to be relevant to the North American market. Developed
“If you can Imagine it, You can Create It.” tools inspiring salons and colorist to learn new product benefits, techniques and overall understanding: swatchbook, swatchcard, tech guide.
Improved Wella image by delivering “modern and easy to use” tools per positive feedback from salons. Successful build on Global creative resonated with other Regions; Collateral adopted and reapplied by China, India, Puerto Rico. From a communication Brief from Wella Marketing: “Salons have responded positively. Wella has grown share versus competitors, whereas Goldwell and L’Oreal lost share while entering into tough economic times.”