The campaign, created by Connecting, is aimed at professional hairdressers, but also aims to reach the final consumer.
Wella Professionals launched its summer campaign, focused on trends for Brazilian women, entitled “Haute Blonde Couture”.
The campaign, created by Connecting, features the combination of Illumina Color and BlondorPlex products to create blondes with reduced damage during discoloration. The intention is for women to be impacted by references to blondes and encouraged to test them with their trusted professionals in the salons.
In Brazil, we have the opportunity to focus on the summer, when the search for transformations and hair care intensifies, to communicate our color and treatment portfolio, highlight the professional endorsement via our ambassadors bringing trends, better use and new benefits of products, said Ana Paula Fischer (Poppy), director of Marketing and Education at Wella Company.
The communication will be with digital-oriented media pieces in the proprietary networks and in the profiles of the brand ambassadors, in addition to transformation actions with a team of digital influencers and celebrities.
Focused on awareness, the campaign is aimed at professional hairdressers, but also intends to reach the final consumer, presenting the products and running from November 2022 to February 2023.
