Inspired by the vibrant packaging and bespoke character of each shade, we launched the new product range with a suite of 3D animatics.

The initial launch phase was then followed by an Instagram feed takeover featuring a range of social-first images including back-of-head packshots, before and after results, and short tutorials, tailored for each shade.

The assets accompanied by fun copy and themed emojis helped create a buzz around the product on owned and earned social channels and contributed to several shades of the Color Fresh Mask range selling out across the European market.

Color Fresh Masks is Wella’s highest performing product-first campaign of all time with an engagement rate of 2.9% (vs. 2.3% average ER).