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ANNUAL CONFERENCE FOLLOW UP Field Education Team, It was so nice to see you at Annual Conference last week. While we had so much fun in our color workshops, we did not have time to cover education for other brands.

This deck serves to provide outstanding details regarding changes to the brands, education offerings, and supporting tools for Nioxin, Sebastian, and Wella Care.

You can expect to see any future updates in Mika’s Little Friday Newsletter.Please feel free to contact me with any questions you may have. Thank you for your continued partnership.

RICHELLE LIZARRAGA ASSOCIATE DIRECTOR, BRAND EDUCATION WELLA, NIOXIN, AND SEBASTIAN

Have a beautiful day, Richelle Richelle.Lizarraga@wella.com

1 Confidential – For Internal Use Only

ANNUAL CONFERENCE EDUCATION FOLLOW UP

2 Confidential – For Internal Use Only

Nioxin Education asset design is in progress, scheduled to be complete

by January 22, 2024.

If you have a specific ask/need for content prior to this date, please contact Richelle.

The following pages will give you an overview of the new packaging & architecture, while also showcasing some of the updates you can expect within the education assets.

Please contact me with any questions you may have.

Richelle.Lizarraga@wella.com

Confidential – For Internal Use Only

HOW WE ARE LEVELING UP NIOXIN ADDRESSING NEEDS AND WANTS

PROVEN CONCEPT

BIGGER, BETTER CLAIMS

TRANSFORMATIVE LOOK & FEEL

BENEFIT DRIVEN COMMUNICATION 4

Confidential – For Internal Use Only

A TRUE UPGRADE 2023

2024

This logo to only be used for Professional Education.

q MODERN LOGO: SIMPLIFIED & CLEAN q ENDORSEMENT: PROFESSIONAL & CLINICAL q APPROACHABLE SCIENCE: SCALP-ROOT-STRAND BENEFITS

Confidential – For Internal Use Only

A WINNING RESTAGE CONCEPT #1 PRO BRAND FOR THICKER FULLER HAIR

VISIBLY THICKER FULLER HAIR IN 30 DAYS

MORE THICKNESS.MORE FULLNESS. MORE DENSITY. Confidential – For Internal Use Only

80% OF CONSUMERS AGREE!

FULL RANGE PACKAGING RESTAGE IMPROVED BRAND VISUAL IDENTITY

SCALP CARE + HAIR THICKENING SYSTEM

POWER TREATMENTS

SCALP TARGETED SYSTEMS

DENSITY DEFEND, STYLING & EXPERT

Confidential – For Internal Use Only

IMPROVED STOPPING POWER CONSUMER CENTRIC PACKAGING 2023

2024

ü Clear #1 claim ü Easy-to-identify needs ü Clear benefits ü 30-day promise ü Color coding ü Credentialing

Confidential – For Internal Use Only

SYSTEM KIT EDUCATION TRANSITIONING FROM 6 TO 4 KITS

All Nioxin seminar assets will be updated to include the new packaging and how to transition from 6 System Kits to 4 System Kits.

The new System Kit consultation method can be found on the following page.

Confidential – For Internal Use Only

SYSTEM KIT EDUCATION 4 KITS TO MEET YOUR NEEDS DO YOU COLOR YOUR HAIR or IS IT DRY/DAMAGED?

WHAT’S YOUR LEVEL OF HAIR LOSS?

NATURAL/UNTREATED

Light Thinning

Progressive Thinning

YOUR SYSTEM KIT NUMBER IS…

Confidential – For Internal Use Only

COLORED/DRY/DAMAGED

Light Thinning

Progressive Thinning

SYSTEM KIT EDUCATION TRANSITIONING FROM 6 TO 4 KITS

These visuals will be in Nioxin seminars, literature, and on social media.

Confidential – For Internal Use Only

Nioxin Education assets will also include packaging & architecture updates for all products, not just the System Kits.

The updated education will also include guidance for utilizing the new terminology & consultation strategy.

Examples can be found on the following pages.

12 Confidential – For Internal Use Only

DIAMAX ADVANCED

13 Confidential – For Internal Use Only

NEW TERMINOLOGY DERMA

SCALP

DENSITY

ROOT

DIAMETER

STRAND

The new verbiage provides a simple level of understanding for stylists and end-consumers by clearly identifying the area of concern, without requiring additional explanation.

The new terminology guides consultation for each step of the salon process: • Assess the scalp – is it oily, dry, flaky, itchy?

• Assess the root – is it flat, limp, is there a lot of hair or a little bit?

• Assess the strand – is it virgin, colored, dry, or damaged?

14 Confidential – For Internal Use Only

NEW CONSULTATION STRATEGY 2023

2024

Drive clients to select SYSTEM KITS through consultation.

Get customers hooked by recommending power SKUs, with System Kits to support long term.

15 Confidential – For Internal Use Only

SUPPORT EDUCATION TOOLBOX TO BE DEPLOYED BY END OF JANUARY 2024.

PRODUCT AVAILABILITY

ALL EDUCATION OFFERINGS WILL BE UPDATED WITH NEW VISUALS & EQUITY

IN COUNTRY WAREHOUSE: JANUARY 2024 START OF SHIP: FEBRUARY 2024 SALON BREAK DATE: APRIL 2024

INSIDER Nioxin Virtual Ultimate Power Serum Discovery SPECIALIST Decode the Scalp Understanding Hair Loss Elevate Your Consultation EXPERT Care Expert coming June 2024

16 Confidential – For Internal Use Only

ANNUAL CONFERENCE E D U C AT I O N F O L LO W U P S

INTRODUCING THE SEBASTIAN 7 I’m thrilled to introduce Sebastian 7 to accelerate with versatility.

While these are hybrid stylers with multiple benefits, we have focused on 1 key benefit for each product.

Sebastian Discovery seminar will speak to all products available in the portfolio.

Sebastian 7 seminar will focus on these hero SKUs and how to cocktail them for endless styles.

Please contact me with any questions.

Richelle.Lizarraga@wella.com

THE SEBASTIAN 7 The must-have Sebastian products for any stylist.

Cocktail to achieve versatile styles for all types of hair.

PRODUCT

POTION 9

DARK OIL

CRAFT CLAY

MOUSSE FORTE

TEXTURIZER

MICROWEB FIBER

SHAPER PLUS

Ideal for a client seeking

Moisture

Body

Texture

Volume

Flexibility

Definition

Hold

Description

leave in treatment styler, perfect for any hair type.

we all know and love as a bodifying oil that smells delicious

remoldable matte texturizer

strong hold mousse to boost volume with an anti-frizz effect

flexible bodifying liquid gel that provides bounce and definition

remoldable texturizer that creates silky definition

24 hour control that’s never stiff or sticky

SEBASTIAN 7 COCKTAILING LIMITLESS EXPRESSION WITH COCKTAILING The Sebastian 7 are essential hybrid stylers that can be mixed or layered to create endless styles.

ARE COMBINED MIX PRODUCTS TOGETHER IN YOUR HANDS, AND THEN APPLIED TO THE HAIR.

ARE LAYERED ONTO LAYER PRODUCTS HAIR ONE AT A TIME.

In addition to the Sebastian 7, we’ll continue to drive momentum behind the new Penetraitt Overnight Repairing Serum as the perfect primer before cocktailing the Sebastian 7 products.

PENETRAITT OVERNIGHT REPAIRING SERUM The perfect primer for the Sebastian 7.

Instant moisturization to plump dry, damaged hair.

Creates more manageable and flexible hair.

Add ease to any style, any texture, and every look.

Sebastian 7 Support SEMINAR Seminar will be available for all educators to teach.

Format & presentation will be uploaded to Wellabooking by end of Jan. 2024.

MODEL VISUALS We will host a photoshoot in H2 to provide 3 step-by-steps, focusing on various textures, lengths, and styles.

VIDEOS We have 3 long-form step-by-step videos featuring Anthony Cole & The Sebastian 7 on wavy, curly, and coily hair: Sebastian 7 COLLATERAL We have a one-pager available: WP_SebastianProfessional_Sebastian7_OnePager_8x11_2023.pdf

WELLA PROFESSIONALS CARE Annual Conference Education Follow Up 1

TWO NEW PRODUCTS We are happy to expand our Ultimate Repair lineup to round out the offerings with a smoothing mask and a protective leave-in.

These two products will be integrated into all existing Care education by the end of January 2024.

The following pages outline the topline details for each new product. Please feel free to contact me with any questions you may have.

Richelle.Lizarraga@wella.com

2

CUSTOMERS ARE SEEKING REPAIR PERFORMANCE

PAMPERING EXPERIENCE

PERSONALIZED RESULTS

#1 benefit our customers seek

84% of consumers enjoy spending time on their hair service

Today, overweighting remains the main barrier – as most masks provide uniform and unvaried repair

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ULTIMATE REPAIR MASK KEY DETAILS WHAT IT IS Intense smoothing mask for all hair types without overweighing the hair. With AHA to repair hair on the inside and Omega-9 to smooth the outside.

KEY CLAIMS Intense smoothing mask 6x easier detangling*

WHAT IT DOES

AHA & Omega-9

6x easier detangling* A smoother look without a styler** HOW TO USE Apply to pre-shampooed, towel dried lengths and ends.

Leave on 5-10 minutes before rinsing.

*on wet hair, vs non conditioning shampoo **excluding blow-drier, vs non-conditioning shampoo

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Damage caused by extensions

LEAST DAMAGED

ADAPTIVE TECHNOLOGY FOR PERSONALIZED REPAIR Hair gets damaged unevenly & damage accumulates as the hair grows that’s why the ULTIMATE REPAIR Mask offers targeted delivery: adaptive conditioning agents “detect” the most damaged parts of the hair to repair it accordingly.

Damage caused by elastics

MAIN MESSAGING: § Adaptive technology for personalized repair § Adapts repair to the different damage levels on your hair § With targeted delivery: adaptive conditioning agents “detect” the most damaged parts of the hair to repair it accordingly

Damage caused by hot tools

MOST DAMAGED 5

ADAPTIVE TECHNOLOGY These visuals will be in the updated education content.

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CONDITIONER VS. MASK COMPARISON

CONDITIONER

MASK

ü Intense inner strength

ü Intense repair and smoothness

WHEN WET

ü Easy to detangle

ü Very easy to detangle

WHEN DRY

ü Light-weight and healthy feel

ü Smooth and healthy feel

30 seconds to 3 minutes.

5 to 10 minutes.

BENEFIT

LEAVE-ON TIME

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PROTECTIVE LEAVE-IN KEY DETAILS

KEY CLAIMS 5-in-1 Protection*.

WHAT IT IS

Anti-frizz effect for up to 72 hours.

Delicate cream serum that protects, repairs, and smooths all hair types. Gives instant frizz control and easier styling. Works perfectly on all types of hair.

8x smoother** hair for protection against mechanical damage.

WHAT IT DOES Protects and smooths hair with 72 hours anti-frizz effect.

HOW TO USE Apply on towel-dried lengths and ends.

Style as usual. Suitable for everyday use.

*breakage, UV, heat, mechanical damage, frizz **instrumental test

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COMPARISON Repair & Protect MIRACLE HAIR RESCUE

PROTECTIVE LEAVE-IN

Key Benefit Repair

Protect and Style

Claims

5-in-1 protection*

Repair Hair Damage in 90 seconds.* *When using Ultimate Repair Step 3

99% less breakage.** *vs non conditioning shampoo

12x smoother hair***

*breakage, UV, heat, mechanical damage, frizz.

Anti-frizz effect for up to 72 hours 8x smoother hair for protection against mechanical damage* *instrumental test

*Instrumental test vs non-conditioning shampoo

Application

Pump Spray

Pump Dispenser

Viscosity

Light liquid

Crème Serum

Pricing

$35 (30mL)

$35 (140mL)

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HOW TO CHOOSE Is your hair…

DAMAGED

HEAVILY DAMAGED

What are you looking for?

What are you looking for?

INTENSE SMOOTHNESS

Conditioner Every wash Mask weekly + Miracle Hair Rescue weekly

LIGHT HAIRFEEL

Conditioner Every wash + Miracle Hair Rescue weekly

INTENSE SMOOTHNESS

Mask Every wash + Miracle Hair Rescue Every wash

LIGHT HAIRFEEL

Conditioner Every wash Mask weekly + Miracle Hair Rescue Every wash 10

NORTH AMERICA SERVICES On the left, we have 3 services for the end-consumer, but I’d like to draw your attention to the services in the gray square because these are the focus for the salon professional. Can end-consumers use the entire lineup? CERTAINLY! This is simply to create realistic baskets and kits for our store teams. All of these services can be found in the updated Technical Guide.

DAILY PROTECT

WEEKLY REPAIR

ANTI-FRIZZ SHIELD

REPAIR & SMOOTH

THE TOTAL PACKAGE

End-Consumer

End-Consumer

End-Consumer

Pro

Pro

1.

2.

3.

1.

2.

3.

1.

2.

3.

1.

2.

3.

4.

1.

2.

3.

4.

5.

Shampoo Conditioner Protective Leave-in

Shampoo Mask Miracle Hair Rescue

Shampoo Mask Protective Leave-in

Shampoo Mask Miracle Hair Rescue Protective Leave-in

Shampoo Conditioner Mask Miracle Hair Rescue Protective Leave-in

11

SUPPORT NA Toolbox Deployed Nov. 10 NEW ASSETS: SBS Video – PRO SBS Video – End-consumer Model visuals

UPDATED ASSETS: One-pager (2 Options) Technical Guide Consultation Guide Care & Style Book

SEMINARS TO BE UPDATED: Ultimate Repair Discovery Wella Professionals Care & Style Virtual Revive & Transform with Care

FRONT of one-pager (for both versions)

BACK of Mask & Leave-in version – focuses on benefits & technology (will not be printed)

BACK of Total Line-up version (this will be printed)

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REMINDER Model Paperwork

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