Wella Orgasmic Hair
Brief:
Help consumers make the connection between the Wella Professionals Ultimate Repair range, ‘self-care’ and confidence.
Role:
Creative lead, social strategy lead, campaign management and execution.
Creative:
Built on the research insight that Australian women’s top sexual concern is feeling insecure about their appearance, a cheeky campaign followed, launching Miss Universe, Maria Thattil, as the new face of Wella with an ‘orgasmic’ new look.
The blonde transformation rolled out with a drip‑feed IG story strategy, teasing audiences before revealing tailored platform-native content across TikTok, Instagram and multiple third-party Facebook reels.
Pairing Wella with a LBDO vibrator in a cheeky retail partnership, rafts of organic influencer and media content was captured, culminating in a high‑impact social strategy that delivered maximum cut‑through and audience engagement.
Results:
4M+ impressions, 9% ER
40% increase in brand recognition
61% increase in interest to purchase
Maria became a long-term ambassador
