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,...