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Wella Begins Yearlong Collaboration with Rent the Runway
Posted: September 9, 2013
To help women across the country create their own red carpet moments, Wella Professionals is joining forces with designer dress and accessory rental organization Rent the Runway. Fashion and beauty are synonymous with a woman’s routine when preparing for a special event, making the collaboration between these two brands an organic fit. As a top professional hair brand, Wella consistently shares stylist tips to translate red carpet and runway looks for real woman to achieve on their own. To that end, as Rent the Runway’s preferred hair brand, Wella will have the opportunity to help women nationwide complete the ultimate end look for all their occasions, by providing expert hair styling advice from Wella’s celebrity stylists.
Jenny Fleiss, Rent the Runwa's co-founder and head of business development, commented, “We’re thrilled to be working with such an iconic hair brand to bring our customers the best of both fashion and beauty. Great hair inspires confidence and empowerment in a woman just as a fabulous dress does, so we are eager to bring women professional products and expert tips that will help them look and feel their best from head to toe. Not to mention, we are big fans of Wella’s products and services ourselves.”
The year-long collaboration launches in September 2013 and will include product sampling, how-to video tutorials with Wella Professionals’ celebrity stylist Andy LeCompte, as well as integrated social media content, including contests and live chats. Each month, content will be refreshed on RentTheRunway.com so consumers can get up to the minute hair tips, trends and advice to create their very own red carpet look. Additionally, as part of the sampling program, Wella will be offering Rent the Runway customers in-salon incentives and in-store coupons and will also take part in local Rent the Runway events for the duration of the partnership. All of these elements are designed to teach women how to choose products and styles that will help them achieve a look best suited for their designer dress rental. Choosing from a care & styling regimen tailored to specific hair needs: Brilliance (for color treated hair), Enrich (for dry hair), and Age Restore (for mature hair) and an extensive styling range designed for easy navigation depending on the stage of styling: Wet (create, structure, volume), Dry (shape and define) and Finish (finish and enhance), Wella Professionals has a product and solution that’s right for everyone. These care and styling products alongside Wella Professionals trusted salons and color lines create a recipe to achieve hair greatness.