Illumina Colour: See colour in a new light

This case study explains how Wella, the hair colouring brand, targeted hair professionals in Europe with a new product launch.

Illumina Colour: See colour in a new light

Client: Wella ProfessionalsBrand: Illumina ColourAgency: SelectNYCategory: Product/Service LaunchCountry: 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,...

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