Wella boosts market foothold via brand awareness revival

Hair care and maintenance brand Wella is reinforcing its market foothold in the Philippine market taking advantage of the robust demand for hair coloring, care and maintenance products nowadays.

Exclusively distributed by Rustan's Marketing Corporation in the Philippines, Wella brand has been in the Philippine market for some decades now.

Although it has established a good brand reputation in the country, the company's brand manager Vangie Bumagat said Wella's product lines have been challenged by the entry of new brands, including those cheaper products being made available over the counter.

Bumagat said in order to maintain its population and acceptance in the Philippines, Rustan's Marketing Corporation has decided to reinforce the brand awareness to the wider market base, as hair care and maintenance customer clientele has now expanded from teenagers to the mature clientele profile.

Part of its bid to revive brand awareness, the company has also introduced its new line of products that is designed to fit the updated needs for hair coloring, especially in the Philippine market.

Wella recently held a three-day "Caravan of Beauty" in Cebu giving its wide target market opportunity to avail of new hair coloring variants by Wella, highlighting the Wella Bellady Decore hair color and care system.

She said regardless of the financial instability in the Philippines, hair care system products has continued to post encouraging sales, as consumers tend to take care of themselves and want to feel good in times of distress.

Last year, the Wella products sales performance registered three percent increase compared to the previous year, despite financial difficulties haunting every Filipino.

Significantly, she said the trend for hair coloring has helped this kind of products thrive in the economically challenged countries like the Philippines, as market has expanded significantly.

In the past, huge volume of hair coloring demand is only from those who wanted to avoid the existence of white hair, especially among the matured clients. Now, she said consumer base has widened because of the fashion, wherein bulk for clientele have grown from teenager up to the older men and women.

Thus, she said there is a need to sustain its market hold of Wella brand, in order to sustain its name in the market, amid the entry of other brands.

Wella's newest Bellady Decore is a line of do-it-yourself hair colorants that boasts of an ideally-balanced "color and care" system which ensures optimum coloration for each strand from roots to tips, without damaging effects.

She added that Bellady Decore is available in an assortment of shades, from Naturals to Reds, and a more daring Fashion color palette.

In its current promotional event to boost brand awareness of the product, Wella is partnering with David Salon chain of beauty shops in the country. For its Cebu leg, which kicked off early this week and ended on Wednesday July 27, offered free makeover to Cebuano clients from hair stylists of David Salon.

The Wella brand has been in the market for over 100 years now. In the Philippines, it was introduced in 1960s.