Illumina Colour: See colour in a new light

Client: Wella Professionals
Brand: Illumina Colour
Agency: SelectNY
Category: Product/Service Launch
Country: Germany

Wella Professionals had been the leading professional colour brand for years with 21% share in the colour market but was on a decline due to aggressive competition in the category. Hair health was continuing to be a big topic for consumers and competition, L'Oreal INOA, was innovating with non-ammonia and trying to win the health game. Wella Professionals had invented Crème Color and continued to own rich, vibrant colour results with Koleston Perfect. However, Wella Professionals realised that there was a growing demand for a sheer, natural looking colour result with less hair damage and that it was not covering this market need. At the same time, the team discovered that 50% of consumers would be willing to pay more for a color service, if it offered luminous colour with superior hair protection.