Wella Professionals' 'Wella Extra' is the haircare brand's latest integrated marketing campaign. The campaign was launched after the an announcement that Wella will also be expanding distribution to Amazon.
Alongside the Wella Extra campaign, Wella Professionals launched 'Wella Muses,' "a consumer and hairdresser influencer community, and will utilize the brand’s TikTok channel to showcase the Muses’ content featuring inspiration, education, tips and new product drops."
By teaming up with real customers and the professional hair styling community, the brand is able to create an organic following while cross-promoting its professional and at-home product ranges. The products are easily sharable online thanks to its muses' expertise in haircare, whether as accomplished social media creators or as beauty industry professionals.
Key Themes Behind This Trend
- Consumer & Hairdresser Influencer Campaigns
- Brands can create an organic following while cross-promoting professional and at-home product ranges through influencer campaigns that target both consumer and professional markets.
- Tiktok Marketing
- Brands can leverage TikTok's platform to showcase inspired and educational content, in order to capture the young and growing Gen-Z audience.
- Expansion to E-commerce Platforms
- Brands can expand distribution to e-commerce platforms, such as Amazon, in order to increase their market presence and reach a wider audience with their products.
Where This Applies
- Haircare Industry
- The Haircare industry can leverage influencer campaigns and social media marketing to reach a wider audience and promote both professional and at-home product ranges.
- Beauty Industry
- The Beauty industry can utilize TikTok marketing to capture the growing Gen-Z audience and showcase new and innovative products.
- E-commerce Industry
- The E-commerce industry can benefit from partnering with haircare and beauty brands to expand their product offerings and attract new customers.
