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WELLA

Wella Professionals

Wella Professionals has a strong heritage of outstanding leadership across the salon industry. For over 125 years, Wella has perfected the science and beauty of hair, working with scientists and colorists worldwide to drive innovation and inspiration for salon professionals. With extensive experience and a valued reputation worldwide, Wella redefines the standard in colour and service. It does so with advancing technology that takes professional results to the next level with the passion and vision to deliver superior results, delighting both stylists and their clients.

Nioxin

NIOXIN products are specifically designed for men and women who suffer from thinning hair and hair loss, and the results have been stunning! In fact, NIOXIN was honoured with the 2015 Stylist Choice Awards, its 14th consecutive first-place recognition. NIOXIN products help people look beautiful while also providing relief for hair loss issues. The NIOXIN product line ranges from advanced thinning formulas to scalp treatments and other intensive therapies. Thinking of giving these products a try? Read on to learn some of the top myths and facts that can help you make a decision about NIOXIN styling options.

Sebastian Professional

Sebastian Professional was founded in the early 70’s by hairstylist Geri Cusenza. Since then, Sebastian has enabled stylists and stylish customers alike with new products, tools and techniques. Their innovations simplify the process and put self-expression right in your hands. Each season, Sebastian reveals a new collection with its vision for fearless hair styling. Collections are the Haute-Couture of Sebastian, they provide their community of stylists with high-end inspiration beyond convention. For more information on Sebastian, please visit them here.

What we do

AWB is the strategic and creative partner for Wella Professionals in Sweden, where we work with developing new ideas and concepts to strengthen the brand through PR and showroom services, as well as managing Wella’s Social Media accounts across the Nordics. This summer we created the campaign Take Pride In Your Hair during Stockholm Pride.

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WELLA

TAKE PRIDE IN YOUR HAIR

Insight

Every day people are fed with ideas of how they are supposed to look. There’s a lot of norms connected to hairstyles and prejudice often follows. The beauty industry lags behind when it comes to focusing on diversity, compared to many other industries.

Solution

Wella believes beauty comes from diversity and grows with individuality, a belief they wanted to express in a clear way. Wella Professionals therefore decided to join Stockholm Pride as official partner in 2017. The hair salon brand wanted the partnership to help bring the confidence and joy of expressing beauty in your own personal way.

Execution

The pride campaign consisted of a range of activities. Launching the series, Wella launched the ‘EIMI Ocean Spritz – Love Edition’, a new take on the bestseller Ocean Spritz. The bottle got a new look during the campaign with the traditional colourful pride rainbow flag. We also managed to build a 1m2 salon in the middle of one of the busiest streets in Stockholm, Birger Jarls gatan, inviting the public to have their hair done for free. The campaign was tied together with an activation on social media where people were asked to #takePrideintheirhair, a tent at the festival and a Wella truck in the pride parade.

Results

Overall the Wella Pride campaign was a huge success, reaching over 11 000 000 during the campaign period. The campaign generated a large increase in sales as well as many positive comments towards the initiative. AWB and Wella Professionals encourage everyone to Take Pride in their hair and stand up for diversity!