Wella Professionals will once again join forces with Mardi Gras in 2019, taking part in the parade and launching hero products to grow their earlier efforts in a now lengthy partnership that advocates for equality, inclusion and plenty of colour. In the event’s honour, EIMI by Wella Professionals will introduce limited edition hero products, transforming the iconic Sugar Lift and Pearl Styler products with all the colours of the ‘bow.
“Coty’s mission is to celebrate and liberate the diversity of your beauty, and for over 130 years Wella Professionals has been delivering innovations and services that enable hair stylists and their clients to feel the best version of themselves,” said Max Amen, General Manager of Coty Professional Beauty Australia and New Zealand. “With bold, fearless colour at the forefront of our Mardi Gras campaign this year, it makes sense for our products to sing the same message. Be bold and #AskForWella!”
This vibrant colour makeover, and two important styling products as the major tools of the campaign, is on theme with ideas of self-expression and creativity, sure to be shown on the Wella Professionals float in the parade.
“Sugar Lift and Pearl Styler are must-have heroes in any styling kit,” said Renya Xydis, Wella Professionals Creative Director and celebrity stylist. “Sugar Lift creates texture and volume that lasts, can be re-worked over and over and builds the perfect foundation for those big, party-girl looks. Pearl Styler is the triple-threat. A transforming gloss-like gel which adds texture, shine and hold to all hair types. Together, they create the perfect styling partnership.”
If the last couple of years are anything to go by, look out for Wella Professionals’ important and creative contribution to Mardi Gras 2019 come March.
For more information visit www.wella.com
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