In China, hair stylists don’t get much respect, largely due to a lack of world-class training and not being on top of global trends. Wella, one of the world’s largest hair care and cosmetics companies, saw an opportunity to give stylists and salon owners a lift and enhance the industry within China.
The company brought in top global stylists to train and impart the highest standards, and it held a business forum to equip salon owners with operational skills and Internet marketing savvy. Wella also staged a two-day symposium wrapped in the glitz and glamour of a fashion week. And the company created the China TrendVision Awards, opening a unique opportunity for hair stylists all over China to showcase their talent and creativity on a global stage.
The efforts generated some attractive numbers. More than 600 people participated in the conference – with 1,000 attending the final competition. Coverage included hundreds of print and online articles from fashion, lifestyle, beauty and trade outlets – collectively worth USD$3.6 million. Even better? Wella enhanced its relationship with its Chinese stylists, receiving feedback such as, “The business forum opened my eyes and blew my mind about salon operations.”