Coty: Sebastian - Twisted

Sebastian International, a hair care brand, increased sales of its Twisted products for curly hair across Europe by breaking category conventions with curly hair crash tests.

Challenge, context & objectives

Sebastian Professional is a global leading brand of Hair Care & Styling products, targeting mostly salon professionals and hairdressers (80% of its business).

End consumers, representing 20% of its business, are able to buy products in hair salons. However, Sebastian is suffering from a lack of awareness within the end consumer community, impacting its net revenue.

In January 2017, Sebastian Professional had a portfolio of 56 hair products, organised around 3 key categories: styling (its biggest business with 30 products), care (14 products), and colour (12 products).

But since the 2010s, a new major opportunity for...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands