Wella Professionals - where innovation meets aspiration

Wednesday, August 7, 2013 11:34 am BST


Wella’s aim is to be the perfect partner to our salons, to help them realise their ambitions and dreams and achieve the successes they aspire to. We put the stylist at the heart of everything we do and will continue to make the journey together inspiring and touching both their and consumers’ lives at every opportunity.

Wella offers six iconic brands, each designed for salons and clients. We recognise the importance of business support from leading the latest innovations and creative inspiration to providing the best customer service, education and financing support.

With innovation in mind, ILLUMINA COLOR once again made our number one position in professional colour even more apparent. The breakthrough launch of ILLUMINA COLOR in FY1213 inspired colourists in the UK and Ireland to offer new and improved services to their clients. Now ILLUMINA COLOR continues to lead the way in professional colour with the launch of six new sheer shades – introducing two warm soft blondes, two cool browns and two cool crisp blondes. ILLUMINA COLOR has offered our salons the biggest opportunity to increase their premium service offering, providing them with a point of difference on the high street. Our Wella Professionals Colour Club members provide their own interpretation of the new shades in an inspiring photo shoot. These images will be published in top industry magazines across April and May - providing colourists and stylists with inspiration on how ILLUMINA COLOR can change their colour service offering in salon.

Wella Professionals sponsors the Mary Katrantzou AW13

The hairdressing industry is ever evolving and hair trends play a fundamental part in delighting stylists, colourists and consumers. The launch of our Spring/Summer trends together with our involvement in London and international Fashion Weeks ensure we continue to seen as leaders in future trends and fashion. Wella sponsored the Mary Katrantzou AW13 show providing our stylists with the amazing opportunity to work backstage on one of London’s hottest shows. Led by our Global Creative Director Eugene Souliman, the looks created enabled us to showcase both our Wella Professionals and System Professional brands to media and top stakeholders.

Nioxin has enjoyed immense success during the year with the announcement of internationally renowned singer, mother and model Sophie Ellis-Bextor as the new ambassador and the sponsorship of Thinning Hair Awareness Week in February. During the week our salons took part in Hair Sanctuary evenings (in partnership with the Institute of Trichologists) enabling them to educate their clients on hair thinning. Our salons see this as a key building block to driving their overall business and retention of clients. Our press highlights include Marie Claire, Sunday Times Style and top consumer blogs while social media engagement increased with interaction with salons and consumers alike.

Education for our customers plays a huge part in our partnership with salons. Our educational offering training over 1.8 million stylists from around the world every year strengthens our position as a salon’s full-service partner. 2013 is no different as we continue to inspire and delight customers across the UK and Ireland. Our prestigious annual TrendVision Award is well underway and consists of two categories, Young Talent and Colour. A series of regional heats is taking place across May with the grand UK final in October and international final in Frankfurt in 2014. With incredible hair shows from the UK and Ireland’s hottest hairdressing names, stylists and colourists leave our events inspired and motivated.

As we plan for the year ahead, Wella will continue to work with our salon partners to deliver new innovation, inspiring education, introducing digital as a key driver for business expansion along with topical news which will motivate their team to drive their individual businesses forward. We will continue to capture the hearts and minds of the end consumer to drive awareness and stimulate trial of all our brands.

Daniel Minney,
Managing Director, Wella UK and Ireland


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