Brief

Wella Professionals, part of Coty Inc., and one of the world’s leading professional hair colour, care & styling brands, believes that hair is an integral part of our identity and can be a celebration of self-expression, inspiring boldness, colour and creativity.

The brief was to partner with Sydney Gay & Lesbian Mardi Gras to demonstrate support of reflective values across the two organizations.

Activity

Wella Professionals, became the second market globally to partner with pride celebrations, which came at an especially important time in Australia, with Mardi Gras celebrating its 40th Anniversary in 2018 and Australia on the brink of incredible steps forward in equality, which was recognised with the ‘yes’ vote being announced late in 2018.

Mardi Gras is the biggest, loudest and brightest annual event in Australia. Hairdressing is one of the most creative and inclusive industries. Mango worked with Wella Professionals to leverage the brand’s new Mardi Gras ‘major’ partner status via a series of bold displays, screaming #LoveInColour.

From a pop-up glitter salon at Mardi Gras’ annual event, Fair Day – offering bejeweled beards, braiding and bright nails (with the support of sister brand O.P.I.)– to a two-tonne float which rolled the parade route just ahead of Cher, there was no corner of Mardi Gras that Wella Professionals didn’t celebrate.

The #LoveInColour campaign touched all B2B touchpoints across creative artists, stakeholders, salon clients and industry spokespeople. Wella Professionals x Mardi Gras limited edition hair products were created, Wella salons (and some of their drag counterparts) and internationally famed Creative Artists came together to bring their own individual touches to the brand over the festival period via conceptual photoshoots and colour-inspired beauty how-to’s. 

The #LoveInColour campaign generated the highest levels of engagement for Wella social platforms to date, with a reach of over half a million and 600k+ impressions on Wella owned social media channels. Limited edition product packs sold through in record time and the Wella Professionals ANZ online consumer community grew by 2%, through a series of strategically placed activations and brand messaging. From announcement stages to walking in the parade, the partnership generated 30 pieces coverage across print and digital, featuring in top tier titles such as Cosmopolitan, 9 News, AdNews and key hair trade titles INSTYLE, The Journal and HairExpo.