Wella Case Study
Objective:
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Launch a new hair color collection for Koleston, Forever Reds
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Elevate brand as pricing becomes more aligned with masstige
Solution:
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LOOK: Change overall layout and style of marketing materials to showcase a more luxurious look and feel
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MESSAGE: Alter the positioning to be more evocative and captivating, aligning the new collection with passion and love
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ENGAGE: Host a contest, asking users to submit video stories of how they fueled the passion in their own relationships with a chance to win a romantic trip
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FIND: Link to new MyShade Augmented Reality app, allowing women to virtually try on shades
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SHARE: Create easily shareable memes related to the passion and fire that is typically "Spoken like a true RedHead"
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REFRESH: Refresh website to mirror new Wella look and feel, focusing on content focused on beautiful shots of redheads
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TEACH: Launch new KolorSquad, a team of experts and hair colorists providing tips and tricks on all things related to hair color, both in-market and online
LOOK
Before
LOOK
After
MESSAGE
Before
Red as intense and endless
as love
MESSAGE
After
The most intense red,
stirs the most intense passions.
ENGAGE
REFRESH
TEACH