Wella Professionals Color Discovery
Agency: Jack Morton Worldwide
Role: Contract Creative Director, Copywriter
Agency Partners: DeVries PR
CHALLENGE: Counteract buzz surrounding competitive superiority claims for ammonia-free hair color. Strengthen Wella Professionals partnership with the salon community. Introduce Wella brand directly to consumers for first time ever.
INSIGHT: Women are bombarded with information about haircolor and the experience can be daunting. They trust their professional stylist to use a quality product, yet rarely discuss brands or even see packages, as products are mixed behind the scenes.
IDEA: Discover the leading brand behind your best salon color
From Professionals to Consumers
Wella is a leader in the salon community, but without a retail line is less familiar with consumers. The Color Discovery Tour spoke directly to them for the first time ever, utilizing the strength of its professional stylists and appeal of high-style images.
Brand ambassadors snapped "before" picture at event and consumers followed up with "after" picture from salon. Over 2,500 posts
Text and Tell
Designated area encouraged participants to share experience
Wella Color Discovery Tour
Cross-country brand experience engaged consumers one-on-one with free haircolor consultations from local Wella salon colorists.
Consumers stepped up to Wella color bar with wall of product
Questionnaire guided participants through experience to prepare for consultation and follow-up salon visit
Over 4200 consumers explored their perfect haircolor and got a personalized color prescription from a Wella professional
Brand ambassadors booked salon appointments for participants to complete their transformations. Salon gift card giveaways and coupons helped drive traffic to local salons, nearly 800 new clients.
Brooke Burke boosted excitement in key markets
Salon participation was crucial to success. Strategic outreach included turn-key promotional materials and premiums to gain support.
renee mahoney cross-channel creative ideas