Wella Hair Care: "SYSTEM PROFESSIONAL" Design & Branding by Landor Associates

Category: Cosmetics & Beauty
Advertiser: PROCTER & GAMBLE
Product/Service: WELLA HAIR CARE PRODUCTS
Agency: LANDOR ASSOCIATES
Agency: SELECTNY.HAMBURG
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: LANDOR ASSOCIATES, Geneva, SWITZERLAND
Entry URL: http://www.wella.com
Principal Design Manager: David Marchant (P&G)
Marketing Director: Atila Cansun (P&G)
Executive Creative Director: Tessa Westermeyer (Landor)
Senior Client Director: Mark Paviluk (Landor)
Design Director: Lori Ravnsbeck (Landor)
General Manager: Gabi Schupp (P&G)
President: Peter Patzak (Patzak)
Managing Director: Annette Kunst (SelectNY)
Director: Susanne Deobold (SelectNY)
Media placement: Shampoo Bottle - Salon - 1st October 2009
Media placement: Haircare Mask - Salon - 1st October 2009

Describe the challenges and key objectives
The SP brand had grown tired and had not kept up with trends in the highly competitive hair care category. Hairdressers viewed SP as not relevant and having lost its high end/premium perception. While the product itself was still viewed as highly technological and efficacious, the packaging did not support the product. The key objective was to bring SP in to the future, giving the product a package that fit with its benefits. We needed to re-establish its relevance to a highly demanding clientele.

Describe the brief from the client
Revitalise the System Professional through a brand re-stage which included new packaging. Restore the brand's high-end perception and image through design. Make the packaging as relevant, high-end and well-loved as the product itself and serve as a driver for all communication touch points.

Describe how you arrived at the final design
Through a compelling and intuitive new concept called 'My Fab Lab', we were able to identify what was proprietary about the SP product and bring it to life through design. The idea of the alchemy of beauty and science was the driver behind the concept and is the inherent benefit of these advanced, personalised hair care products.

Give some indication of how successful the outcome was in the market
In market results are now available and prove the success of the new initiative. SP sales of the new line are now outselling the old line by over 150% in Europe. Distribution has increased significantly and 1500 new salons are carrying the brand. There is also a staggering 80% repurchase rate in the first 6 months of distribution. Hairdressers have told us that the new packaging is as superior as the product itself.