Wella steps out on Rent the Run­way

Gulf Marketing Review - - WORLD NEWS -

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

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