Reinvigorating an icon haircare brand

Wella had been bounced around a bit – acquired by P&G in 2007, then sold on as part of a package of beauty brands to Coty in 2016. Now, in 2021, it was carved out of Coty by private equity visionaries KKR, who saw the potential of a great brand name, with unmatched heritage, in a sector redolent with emotion: haircare.

Passionbrand worked with the brand’s US/Switzerland based teams to develop inspiring, competitive but unified positionings for some of the company’s most famous sub-brands: Sebastian, Nioxin and Wella Professional. The work involved consumer and stylist research and insight generation on three continents, as well as a deep dive into Wella’s long history of expertise and passion for haircare, for clues on how to create a coherent brand story relevant globally today.