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.

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.