A campaign making professional colour more accessible through a flexible, low-commitment salon experience.

Overview

No Strings Attached was developed for Wella Professionals as a campaign to reframe professional hair colour as a low-commitment, high-impact service. The focus was on translating a traditionally salon-led offering into a clear, consumer-friendly experience through messaging, visual hierarchy, and a seamless cross-channel journey.

Challenge

The professional colour category was facing a decline in salon visits, with customers spending less on colour services overall. This shift led to reduced confidence from salons in trialling and stocking new shades, limiting product adoption and overall growth. Alongside the commercial challenge, the project needed to be delivered under a strict timeline including full concept development, creative execution, and rollout within two weeks instead of the standard 4–5 week cycle. This demanded fast decision-making, clarity of direction, and tightly coordinated delivery across teams.

Solution

Our approach focused on removing friction for both salons and end customers by positioning the service as a low-risk entry point into professional colour.

From a creative perspective, I helped translate this strategy into a cohesive campaign system across multiple touchpoints:

Visual Identity
Developed a fresh, vibrant visual direction that reflected the accessible and modern nature of the service, while maintaining alignment with the premium positioning of Wella Professionals.

Print & In-Salon Materials
Designed clear, attention-led leaflets and double-sided print collateral featuring simple messaging, key benefits, and strong calls to action to support in-salon education and conversion.

Digital Campaign
Produced a high-energy social-first campaign video optimised for YouTube and Instagram, showcasing real salon environments and client transformations to reinforce the ease, flexibility, and appeal of the service.

Results

The campaign delivered strong commercial and engagement outcomes within its initial launch phase:

Salon buy in : Over 400 salons introduced the service, demonstrating strong industry buy-in
Revenue Growth: Generated £20,000+ in new business within the first week
Digital Engagement: Achieved a 15% uplift in social engagement across campaign channels
Customer Response: Positive feedback highlighted strong appeal of the flexible, low-commitment colour offering

Bringing it to life

Transforming strategy into creative across print, digital and motion, designed to connect with customers and consumers at every touchpoint.

Campaign Video

To promote the launch, As a team we produced a

high-energy No Strings Attached campaign video that brought the service to life. Highlighting its quick, low-commitment appeal and premium results. The content was strategically deployed across YouTube and Instagram, leveraging targeted placements to reach style-conscious audiences and existing salon clients.

This approach not only drove awareness but also generated immediate engagement, reinforcing the campaign’s message and prompting action.

Create a look Card

A look card was created, outlining how each style was achieved, with clear

step-by-step instructions and a detailed list of the products used, ensuring salons had a professional reference to replicate the looks accurately.

One Pager

The detailed A4 one-pager detailing how each look was created, including step-by-step breakdowns and the specific products used, giving salons a clear, practical guide to replicate the styles with confidence.

A2 Poster

As part of the launch, we photographed two striking key visuals that captured the essence of the “No Strings Attached” collection, subtle, affordable, and approachable.

These visuals were adapted into A2 posters to be strategically placed in high-traffic salons areas to instantly attract attention, spark curiosity, and communicate the low-commitment, premium nature of the service. The posters worked as aspirational brand statement, encouraging clients to try the new colour offering.