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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
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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
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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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