Wella Professionals plans product launch with Jack Morton Worldwide

Wella Professionals has worked with Jack Morton Worldwide to launch a new product to a global audience of hair colourists.

Wella Professionals used art to engage colourists with its new product launch
Wella Professionals used art to engage colourists with its new product launch

The hair company’s aim was to create an innovative and challenging brand experience that would encourage the 20 colourists to explore new ideas.

The immersive experience – held in Berlin on 29 November – was known as the Deconstruction Project. 

Wella Professionals global marketing director Laura Simpson said: "We set out to introduce our new innovation through a unique creative experience. The Deconstruction Project achieved just this in a way that truly delighted our stylists and also challenged them to reach their creative best."

The core of the experience was the story of a fictional underground Berlin artist, who created an artistic liberation movement 21 years ago. The idea was that he then invited the colourists to extend the movement around the globe.

The experience took the colourists on a journey through evolving theatrical and art installation-inspired spaces designed to catalyse creative thinking.

Jack Morton Worldwide associate creative director Jeavon Smith said: "The Deconstruction Project explored creativity with no rules. The project was a unique opportunity to create an experience which shifted perceptions of creative thinking and what can be achieved in such an environment.  It was a truly innovative experience, aligned with a revolutionary new product."

Wella Professionals’ product innovation will be more widely revealed in 2013.

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
7 lessons for event planners from... the John Lewis Christmas ad

7 lessons for event planners from... the John Lewis Christmas ad

Everyone's nightmare is a fire-breathing dragon near a highly flammable Christmas tree, isn't it?

Biggest food and drink trends of 2020 revealed by hotel group

Biggest food and drink trends of 2020 revealed by hotel group

Black pepper ice cream, fermented foods and Levantine cuisine are among the culinary treats predicted to be popular.

What are Generation Z's top travel destinations?

What are Generation Z's top travel destinations?

In-depth analysis unearths the future of travel in a global survey of 10,000 young people in the US, UK, Europe and China.

Case study: Nickelodeon Kids' Choice Awards

Case study: Nickelodeon Kids' Choice Awards

Pop star Jason Derulo hosted the televised award ceremony at Abu Dhabi National Exhibition Centre.

Influx of association conferences for ACC Liverpool

Influx of association conferences for ACC Liverpool

Venue is set to host three major association conferences for the first time, while confirming return of several others.

3 simple ways to disrupt events

3 simple ways to disrupt events

Many planners mistakenly over-complicate their events, according to Scott Stratten, co-author of UnMarketing.

Answer our corporate event planner survey and win a luxury hotel stay

Answer our corporate event planner survey and win a luxury hotel stay

Complete our quick 10-minute survey to win a stay for two with Iconic Luxury Hotels and inform our State of the Industry report.

Profit and turnover up for Freeman EMEA

Profit and turnover up for Freeman EMEA

Most recent financial year included acquisition of Comotion Consulting and a new managing director for the event agency.

8 things to look out for at IBTM World

8 things to look out for at IBTM World

With the countdown on, what brand new features and events can attendees expect when they descend on Barcelona next week?

'I could have screamed' - the ongoing war against events waste

'I could have screamed' - the ongoing war against events waste

Putting the environment first doesn't have to cost more, says Karen Sutton, CEO and founder of the Global Good Awards.

LATEST JOBS