Objective:

• Launch a new hair color collection for Koleston, Forever Reds

• Elevate brand as pricing becomes more aligned with masstige

 

Solution:

• LOOK: Change overall layout and style of marketing materials to showcase a more luxurious look and feel

• MESSAGE: Alter the positioning to be more evocative and captivating, aligning the new collection with passion and love

• 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

• FIND: Link to new MyShade Augmented Reality app, allowing women to virtually try on shades

• SHARE: Create easily shareable memes related to the passion and fire that is typically "Spoken like a true RedHead"

• REFRESH: Refresh website to mirror new Wella look and feel, focusing on content focused on beautiful shots of redheads

• 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

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