The Challenge

Wella Professionals needed to rebuild consumer brand relevance in the US. While the brand remains well-established in salons, its consumer haircare range was losing shelf space in an increasingly competitive retail category.

The Solution

Proactive & Reactive Influencer Programmes shifted Wella's presence from routine-led content to expressive, culture-first storytelling.

Always-on relevance at scale through dynamic planning and AI-powered creator casting.

Seasonal hair and sales data shaped quarterly content calendars, with weekly trend reporting to unlock reactive moments. ARIA enabled precise creator casting by hair type (e.g., oily or type 3c) via AI-powered image and text analysis, ensuring product performance showed up in real, recognisable hair realities.

Unmissable cultural impact with quarterly pulse campaigns like #MakeItOfficial.

As TikTok trend fatigue grew, cuffing season became the moment to reposition Wella as haircare worth committing to. Partnering with talent from Love Is Blind and Love Island, we used dating culture, humour, and click-bait hooks to stop the scroll and link dating commitment with long-term haircare results.’ 

Always-on optimisation and proactive QBRs compounded programme value.

Continuous test-and-learn refined creator selection, hooks, formats, and CTAs over time. Proactive QBRs delivered full performance transparency and clear optimisation actions, ensuring quarter-on-quarter improvement and consistent delivery against funnel objectives.