Wella Professionals launched ‘WeCreate’, a first-of-its-kind global digital event designed to inspire, educate, and connect thousands of hair and nails experts, while supporting the professional beauty industry.
The newly founded Wella Company debuted ‘WeCreate’ – its first global digital event celebrating the artistry and craft through world-class education. Top Wella Company headliners united from across the globe, including hot markets, such as Tokyo, New York, and London, to share unique techniques, inspirational looks, and valuable business insights with a record-breaking 70,000 professionals signing up to join the event.
This unique global gathering for hair and nail professionals, featuring an incredible line-up of 26 top international talents, was shared simultaneously across two online channels;
‘We Inspire’ and ‘We Transform’, and encompassed four hours of exclusive sessions, packed with inspiration, education, and business content.
‘WeCreate’ showcases Wella’s commitment to the professional beauty community at the time when it needs it most. The industry has been battered by the Covid-19 pandemic, which has forced hundreds of thousands of salons and nail bars to close their doors. For this reason, Wella Company took the stance of making the event available for free to every hairdresser and nail artist, regardless of their brand affiliation. The effort represents an estimated ₹ 111.1 crore in waived participation fees, an effort meant to underscore the company’s commitment to help the sector bounce back from the crisis.
With over 70,000 registrations from 139 countries across the globe, the excitement for the event was palpable, and Wella Company’s CMO Laura Simpson recently expressed her own enthusiasm: “‘WeCreate’ demonstrates our commitment to supporting the professional community at a time when they need it most. For this reason, the event will be free and open to everyone, whether they are Wella customers or not. Now, more than ever, hairdressers need inspiration to be able to come back to salons with even more vigour and passion than before. It is of course symbolic that the event itself is happening on April 25 – Hairstylist Appreciation Day. And, as always, we are there to support, educate and inspire as one global #WellaFamily!”
At ‘WeCreate’, Wella shared all the knowledge and findings from working hand in hand with salons during various lockdowns across the world. Learnings in the areas of clients’ virtual consultations and gaining more clients through social media, acceleration of salon sales, including the new service menu post lockdown, trading up premium salon services, staying close to your clients and team in the recovery, and what it takes to become a sustainable salon – these are just a small number of the highly relevant topics covered at the ‘WeCreate’ event.
‘WeCreate’ was a perfect platform for Wella to celebrate sustainable creativity. As part of the ongoing journey towards becoming a more sustainable brand, Wella Professionals announced that it will shift the production of colour tubes to 100 per cent recycled aluminium, removing over 700 tonne of virgin aluminium every year. In addition, Wella is also moving to 96-100 per cent Post-Consumer Recycled (PCR2) plastic caps, saving over 180 tonne of virgin plastic per year, and 85 per cent recycled cardboard packaging, supporting responsible management of the world’s forests.
Getting involved and what to expect
‘WeCreate’ was exclusively hosted by the industry legend Patrick Cameron at wellawecreate.com, across two inspirational channels, incorporating four hours of educational and inspirational content masterfully tailored for the hairdressing industry, available to re-watch until May 25, 2021.
In addition to world-renowned top artists, ‘WeCreate’ also offered a pedestal for new faces, introducing exciting up-and-coming talent from around the Wella world. Available for re-watch are their interpretations of ‘playful blonde’ looks; find out what inspires them, their ambitions, and how these play into their creative expression.
‘WeCreate’ marked the announcement of winners in the Wella International Trend Vision Award 2021. Hosted in 28 countries worldwide, with nearly 5,000 entries across seven nominations, including colour, styling, editorial focus, and nail art, the event brought together the talent and craft of 72 winning hair and nail professionals across key industry categories.