Wella : advertising & marketing assignments

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Selected Wella advertising

Wella is one of the world's leading professional haircare brands, now owned by Coty. Originating in Germany, the business was acquired in 2003 by Procter & Gamble along with a portfolio of other haircare and fragrance products. The deal consolidated the US giant's position as the undisputed #1 in global haircare. However the process of integrating Wella Group into P&G was slow and difficult, complicated by the refusal by some minority shareholders to sell out. As a result the group remained for several years a separate legal entity, only majority-owned by Procter & Gamble. Following the full buyout in 2006, the Wella brand was positioned as the group's main professional haircare range outside the US, while the old Wella Group's fragrance licenses were absorbed into P&G Prestige Products. Yet professional hair care remained a difficult sector for P&G. Wrestling with a sharp slowdown in performance across its entire beauty division, P&G agreed in July 2015 to sell both Wella and the P&G Prestige fragrance business (as well as several other brands) to rival Coty. That deal completed in Oct 2016. Coty's Wella division now serves as the umbrella for other professional hair brands acquired from P&G including Clairol Professional, Sassoon and Sebastian.

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