WELLA KOREA KOLESTON+ Launch

 Vibrant color of Wella reveals every individuality

WELLA KOREA KOLESTON+ Launch

 Vibrant color of Wella reveals every individuality

BACKGROUND

The brand Wella, which has been around for over 100 years, faced the problem of entering the declining phase of the brand life cycle and aging. With the launch of a new hair dye line, Koleston Perfect+, there was a need to secure awareness for the new product and renew the brand image.

INSIGHT

Koleston Perfect+ has a unique selling point of producing a special hair color with a clear color expression and a dual effect of botanical collagen, which provides shine and reduces fading. In addition, the MZ generation, which has strong preferences and personalities of their own, likes to express their individuality and preferences openly rather than hiding them.

IDEA

Due to the nature of the B2B product, the main target audience for the brand is professional beauticians, while the MZ generation is a secondary target audience that the brand wanted to make more familiar with. With the key claim, "Color, differently," they expressed the diverse and special colors of Wella and the strong self expression of the MZ generation in an ambiguous way. Additionally, they aired on many Instagram and YouTube channels that are popular among the MZ generation to elicit their reactions.

Other Projects

BACKGROUND

The brand Wella, which has been around for over 100 years, 

faced the problem of entering the declining phase of the brand life cycle and aging. 

With the launch of a new hair dye line, Koleston Perfect+, 

there was a need to secure awareness for the new product and renew the brand image.

INSIGHT

Koleston Perfect+ has a unique selling point of producing a special hair color with a clear color expression and a dual effect of botanical collagen, which provides shine and reduces fading. In addition, the MZ generation, which has strong preferences and personalities of their own, likes to express their individuality and preferences openly rather than hiding them.

IDEA

Due to the nature of the B2B product, the main target audience for the brand is professional beauticians, 

while the MZ generation is a secondary target audience that the brand wanted to make more familiar with. 

With the key claim, "Color, differently," they expressed the diverse and special colors of Wella 

and the strong self expression of the MZ generation in an ambiguous way. 

Additionally, they aired on many Instagram and YouTube channels that are popular among the MZ generation to elicit thheir reactions.

Other projects

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