Where we started

Wella Deluxe is debuting its first oil-based line of products, to launch with a splash into a crowded global marketplace. We needed to adhere to category conventions of premium oil, while positioning Wella Deluxe Oils as the choice for the discerning, fashion-forward consumer.

The journey

Deluxe is a brand with style and fashion in its DNA. Our challenge was to combine impeccable styling, shine and hair quality product claims with a true sense of the catwalk, to give this brand standout on the shelf and online.

Our global marketing toolkit for Wella Deluxe Oils was based around four chic, yet easy to achieve, fashion-forward hair looks. How To videos targeted at Instagram Stories showed in simple steps how to own, not just the product, but the styles created for this high-end campaign. While complementary grid posts broke down the style story into easy bite-sized techniques and tips, offering a piece of the action for every potential customer.

Our global marketing toolkit for Wella Deluxe Oils was based around four chic, yet easy to achieve, fashion-forward hair looks. How To videos targeted at Instagram Stories showed in simple steps how to own, not just the product, but the styles created for this high-end campaign. While complementary grid posts broke down the style story into easy bite-sized techniques and tips, offering a piece of the action for every potential customer.

Where are we now

The Wella Deluxe Oils toolkit has been activated in over 55 countries worldwide, thanks to Keel’s knack of creating pick-up-and-go guidelines that ensure successful activations across the globe.