Wella steps out on Rent the Runway
USA Wella Professionals is working with designer dress and accessory rentals portal, Rent the Runway.
The year-long collaboration includes sampling, how-to video tutorials with Wella Professionals’ Celebrity Stylist, Andy LeCompte, as well as integrated social media content, including contests and live chats.
Each month, content will be refreshed with hair tips, trends and advice on how to create a 'red carpet look'.
As part of the sampling programme, Wella will also offer Rent the Runway customers in-salon incentives and in-store coupons, and will also take part in local Rent the Runway events.
The initiative coincides with the launch of its latest product, Oil Reflections. Created to complement Wella Professionals Color, it retails at $40.
In related news, P&G has named Queen Latifah as Pantene's newest brand ambassador.
The Grammy Award winner will also support Pantene’s Truly Relaxed and Truly Natural Collections; created specifically for African American hair.
She will appear in the brand's marketing campaign, including TV and print, in-store displays, digital, social media and PR.
Queen Latifah also has her own line within P&G’s cosmetic range: COVERGIRL, Queen Collection.
Mane attraction: Queen Latifah