Wella Professionals expand online in Singapore to grow market presence and consumer reach

Established for over 140 years, Wella Company’s portfolio of hair, nails and beauty tech brands include Wella Professionals, OPI, Nioxin, Sebastian Professional, and Clairol.

In April, Wella Professionals launched its official e-stores on leading e-commerce platforms in Singapore, Lazada and Shopee.

“By leveraging its strong brand positioning in professional salons, the company aims to diversify its consumer base and complement the salon experience by offering quality products for at-home use. This would allow Wella to reach out to more consumers who can now enjoy professional-grade hair care in the comfort of their homes.​

“​Wella recognises significant opportunities in the e-commerce space, including global reach beyond traditional retail channels, direct-to-consumer sales that afford greater control over pricing and branding, and the ability to gather data insights for personalised marketing and product development,” ​Risis Lim, Commercial Leader at Wella Professionals, told CosmeticsDesign-Asia​.

Furthermore, e-commerce platforms could facilitate new product launches while augmenting the brand’s existing omnichannel strategy to provide a seamless shopping experience across various touchpoints.

“Overall, e-commerce allows us to expand our market presence, engage with customers more directly, and maintain competitiveness in the dynamic beauty and hair care industry.​

“Customers can explore Wella Professionals’ extensive range of products and make purchases with ease, and be empowered to achieve their hair goals with confidence and convenience.”​

Tailored to specific needs ​

Recognising the rise of individuality, Wella Professionals seeks to offer diverse products that address the unique needs of different hair types and textures.

“Whether you are battling frizz, seeking hydration, or craving vibrant colour, each of our innovative and effective hair care range equips consumers with the tools needed to express their personality and style.”​

Out of the four ranges available on Lazada and Shopee, Fusion is said to be the crowd favourite, as it provides “instant and long-lasting recovery” for the hair.

“​Damaged hair is one of the biggest concerns among consumers these days. The Fusion series helps to repair damaged hair and protects against breakage by instantly recovering hair fibre at both micro and macro levels, making it the most popular range in Singapore. ​

“The range also features an elegant and luxurious floriental woody scent, which is extremely adored by our customers.”​

This line includes shampoo, conditioner and treatment products that are formulated to work synergistically to strengthen the hair’s internal structure via silk amino acids.

It claims to not only deep-cleanse, nourish, and make damaged hair more manageable, but also builds resilience to withstand future challenges.

The other three ranges are namely Elements, Oil Reflections, and Invigo.

The Elements collection is made with botanical ingredients such as tree extract, and steers clear of sulphates, parabens, and artificial colourants to promote a healthy scalp and radiant hair.

Enriched with camellia seed oil and white tea extract to create a “mirror-like shine”, the Oil Reflections series is particularly suited for those looking for extra hydration.

The Invigo range comprises multiple sub-lines — Brilliance, Nutri-Enrich, Volume Boost, and Balance, which target colour aftercare, dry and damaged hair, fine and limp hair, and scalp problems like oiliness, dandruff and sensitivity, respectively.