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.

WARC subscribers can sign in to keep reading

Not a subscriber?

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

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

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