Case Studies form Our Design Agency.
Challenge: Global Initiative to restate Sebastian Professional line with a goal of reengaging consumers, stylists, and salons where the perception of the brand’s “edge” had fallen off.
Action: Reapply of new Sebastian branding campaign to !t needs of North American markets. DursoDesign created original promotions, the Event-In-A-Box, educational materials for salon and in-store education. Also created original trade advertising campaign for NA markets.
Results: Each new reapply saw an average increase of 12% in quarterly BSG sales. The restate brought the Sebastian Professional line a 30% growth rate during the 1st !scal quarter after deployment.
Challenge: Translate trend model imagery from TrendVision08 to inspire stylists and create aspirational consumer looks.
Action: Multiple creative explorations pushing expressive artistic painterly interpretation of the theme “Expressionism” to pay homage to the stylist artist hand. Worked with brand team to drive and align on creative vision and style to push the limits creatively, executing above collateral.
Results: Won Creativity Design Award 2007, and was published in their catalogue. Brought the design of COTW to “a whole new dimension of creativity” according to internal email from Maria Chilewicz of ABM Wella Haircolor.
Challenge: Overcome the barrier of an unknown or old-fashioned Wella Image in the eyes of education, sales, and artists. Alleviate fear of change in product. Clearly show business benefit to carry Wella over existing products. Drive loyalty to Consumer Indulgers. Improve the Koleston Perfect image by making more aspirational, inspiring and distinctive.
Action: Co-developed NA Graphics Standard Guide that translated reapplication of Global creative to be relevant to the NA market. Developed “If you can Imagine it, You can Create It” tools inspiring salons and colorist to learn new product bene!ts, techniques and overall understanding: swatch book, swatchcard, tech guide.
Results: Improved Wella image by delivering “modern and easy to use” tools per positive feedback from salons. Successful build on Global creative resonated with other Regions; Collateral adopted and reapplied by China, India, Puerto Rico. From a communication Brief from Wella Marketing: “Salons have responded positively. “Wella has grown share versus competitors, whereas Goldwell and L’Oreal lost share while entering into tough economic times.”