Koleston Wella: Koleston, transformation from within

Jose Aguilar, Luis Guillen and Victor Figueroa

This case study describes a campaign in Mexico by Koleston, a hair colour brand owned by Procter and Gamble, which used social media to target women.

Koleston Wella: Koleston, transformation from within

Jose Aguilar, Luis Guillen and Victor Figueroa

Campaign details

Brand owner: Procter & GambleAgency: Grey Mexico; Wunderman Mexico; Hill+Knowlton StrategiesBrand: Koleston WellaCountry: Mexico

Executive summary

Transformation from Within was Koleston's first storytelling campaign built around an authentic life story to engage young women and recover relevance in the market.

This is the story of how Koleston has been transforming Mexico's hair colour behind a big idea, rooted in a deep human insight which has grown into a movement with Mexican consumers.

The Transformation project launched...

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