Wed, 27 May 2020 16:59:49 GMT
Wella Professionals have always intuitively known and understood the importance of hair stylists. The personal relationship, trust and ultimate confidence boost received after a visit to the salon is in many ways unparalleled. But, in this crisis filled, moment of pause across the world, it is a realisation that women are coming to quickly understand too.
Originating with this deep-rooted intuition, now confirmed with survey-led data, Wella Professionals announces the launch of 'But First, Hair', a campaign celebrating hairdressers and their craft. The campaign was developed by the brand’s lead strategic and creative agency, The&Partnership, with social activation and campaign rollout by 1000heads.
Working with The&Partnership, the brand commissioned a US and UK based survey revealed that for women, booking an appointment with their hairdresser is their number one most imminent priority following lockdown, more so than going to a bar or restaurant, the gym, shops, a concert and even going outdoors.
The creative, led by The&Partnership, celebrates these hairstylist heroes and dial up this now proven insight that many people will want their stylist to be among the first people they see when lockdown is over. It will also encourage clients to support stylists by taking action and going back-to-the-chair as soon as possible, helping the industry bounce back.
Since the beginning of lockdown, close to 60% of clients claimed that they miss hairdressing the most out of any other beauty services with 90% saying they will book a visit to the salon within the first month once lockdown is lifted.
The vibrant ‘But First, Hair’ digital-first campaign will fuel anticipation amongst stylists and their clients via rich user-generated video and disruptive social content. A dynamic and emotive video, creatively directed by Alison Scorgie of The&Partnership, has been released onto Wella Professional’s global Instagram channel, @wellahair. The strategy behind the campaign is to combine emotive content and support, with the aim of driving both footfall and revenue for the stylist community, whilst supercharging its pride and excitement to rally together, get behind the chair again, and transform the world back to beautiful.
Laura Simpson, chief marketing officer, Coty Professional Beauty says: “This is a difficult time for our industry which is why the launch of 'But First, Hair' is incredibly important for us. Not only does it celebrate the hairdresser community as a whole, but it enables us to connect and support our #WellaFamily in a way that we believe will make a difference. Above anything else post lockdown, we know that seeing your hair stylist is one of the first priorities, and with this campaign we wanted to capture this sentiment and celebrate our industry.”
Sarah Clark, joint managing director and partner of The&Partnership London says: “The Wella Professionals community of hairdressers is one of the most vibrant and passionate in the world but also hit extremely hard by lockdown. We’re utterly delighted to be able to remind them that we cannot wait to get back into the salon chair. ‘But first hair’ is an uplifting, rallying cry just at a time when it is most needed..”
The campaign will bring the community and #WellaFamily together, capturing the excitement and mood of a world desperate for some colour and self-expression again. There’s so much we can’t wait to do post lockdown. 'But First, Hair'.
Brand: Wella Professionals
Agency: The&Partnership London
Business Director: Jason Andrews
Account Director: Johnny McManus
Account Manager: Alex Addison
Creative Director: Alison Scorgie
Creatives: Brodie King & Owen Jenkins
Strategy Director: Flo Proudlock
Planner: Ed Davenhill
Producer: Louise Hawkes
Editor: Lexi Powner
Genres: Comedy, People, Dialogue
Categories: Hair care, Beauty & HealthThe&Partnership, Wed, 27 May 2020 16:59:49 GMT