Today Wella Professionals, a leader in salon hair color, announces its new brand purpose Make Change – a passionate step forward for the brand as they celebrate their 140TH anniversary.
To mark the moment, Wella Professionals’ stylists will take center stage as the ultimate Changemakers in a global celebration of the world’s most beautiful hair color transformations, culminating in an iconic #140changemakers anniversary collection.
Wella Professionals’ Make Change initiative goes beyond the incredible hair color transformations its stylist community crafts every day. Make Change elevates the industry’s ability to move the world forward through the power of positive change and demonstrates that change happens in the salon but goes beyond the chair. Changemaker stylists are catalysts for a change reaction – for clients, colleagues and culture.
Launching in December 2019, #140changemakers is a social celebration of the change making colorists shaking up the hair profession and will begin with an Instagram contest inviting them to share their most loved hair color transformation for the chance to be selected as one of Wella’s 140 Changemakers. The work of 10 stylists from North America will be selected to be featured as part of the final #140changemakers anniversary collection.
The anniversary collection will be revealed to a global audience in March 2020 at Wella Professionals’ renowned International Trend Vision Creative Retreat and amplified by the brand in a multi-channel global marketing campaign.
“Our stylist community creates change every day – it’s their superpower. They are the original Changemakers and we’re using our 140th anniversary to invite the Wella Professionals stylist community to join us in creating the most beautiful celebration of hair the industry has seen. At Wella Professionals, we want to embrace and drive positive change, because even the subtlest hair color transformation can instantly impact how a client feels. Make Change will influence every level of the Wella Professionals brand, from forward-looking product and service innovation, to education and community programs that move not only the industry, but individual stylist careers and businesses forward too,” remarked Vito Pollina, Vice President NA Wella Professionals.
The challenge will showcase 140 looks within a #140changemakers anniversary collection and feature the most creative colorists across the globe. The collection will hero each Changemaker stylist as the masters of their craft – bringing to life their incredible hair transformations, inspired by the individual beauty of their clients.
Carole Protat, Coty Professional Beauty NA Creative Director, commented, “The stylist community is at the front line of change. It’s their talent that’s made Wella Professionals a leader in salon hair color and it’s their hair transformations that have built the number one Instagram stylist community. #140changemakers will put them in the spotlight, just as they should be.”
To be considered for selection as a Changemaker, stylists should share their color creation, featuring Koleston Perfect with ME+ and the whole Wella Professionals color portfolio, as a carousel of images on their own Instagram channel:
● Image 1: The end look
● Image 2: The before image (or if not available, a description in the post copy)
● Image 3: A selfie or shot of stylist hands in action
● Post copy must include the full color formula, the hashtag #140changemakers, the emoji flag to represent their country (USA or Canada), and must tag @wellahairusa
Entries open 12:01 AM EST December 9, 2019 through 11:59 PM EST January 10, 2020. Finalists will be selected by a panel of Wella Professionals educators and ambassadors and will be evaluated on creativity and technical mastery.
There will be 10 winners from North America, who will each receive:
● Their entry included on the Wella Professionals #140ChangeMakers tapestry to be revealed in Seville, Spain in March 2020.
● All-expense paid trip to attend an exclusive education event featuring NA Ambassadors Zach Mesquit, Briana Cisernos, Ryan Weeden and Global Ambassador Romeu Felipe in April 2020 at the Wella World Studio in Calabasas, CA
#140changemakers launches on December 9th, 2019. For full contest rules and eligibility requirements, please visit: www.wella.com/professional/en-US/WellaChangeMakersContest