The Campaign

We created the Hair Menu, an in-store tool to let customers see the hairstyle they want before “ordering” it. The Hair Menu comes in a set of 2 – male and female – and consists of a total of 20 menu cards. Each menu card features a distinct and bold hairstyle for customers to interact with. Once customers are done choosing and deciding on the hairstyle they want, they’ll be guided to turn the menu card over, where a simple styling guide will be. Besides showing stylists and customers how to create the look, this guide will also promote different Wella products and their functions for customers to use them on their own.

Creative Execution

The Hair Menu comes in 2 booklets, containing a total of 20 menu cards. Each menu card features a bold hairstyle with a die-cut – the size of a standard face shape – in the middle for customers to put their faces in to see themselves in that hair. To give the Hair Menu a richer variation for customers to choose from, we also chose hairstyles that are uniquely distinct from each other in length, colours, textures and styles. Once they’ve chosen and decided on their desired hairstyles, it will directly let hairstylists know what the customers want. With the help of the styling guide behind the menu card, it then further allows stylists and customers to engage one-on-one for the styling process that follows.

Results

The Hair Menu was well received by customers. Not only did we have 73% of customers trying new hairstyles, there was also a 31% increase in customer satisfaction after using the Hair Menu, compared to the previous period without Hair Menu. Also, due to more new hairstyle trials, we also had 46% more customers trying out Wella products. As for hairstylists, they also found the Hair Menu to be very useful in increasing their Wella product sales and customers. In fact, there was a 28% increase in Wella sales after the Hair Menu was launched. All in all, both sides reacted favourably to the Hair Menu.

Hair Menu is a fun and simple direct sales tool for Wella Professionals and its partner salons. It acknowledges customers’ fear of changing to new hairstyles and in turn, helps to counter that fear by giving customers the confidence of knowing what they’ll get before getting it. The back of the menu cards also provides simple styling guides for stylists to create the look and for customers to recreate it using Wella products, in turn, driving sales. It speaks very much to customers and is capable of triggering immediate response, making it an apt idea for this category.

Malaysians are a fashion-conscious bunch. But when it comes to hairstyles, they tend to stay with their usual hairstyles instead of exploring wilder choices, as they don’t know how bad the result might be. Hence, these are the people that Hair Menu was targeted at. With Wella Professionals being a brand that believes in bold expression, we then went back to the old saying, “Seeing is believing”, to make Hair Menu a tool that helps customers change hairstyles, by giving them the confidence to face their fear of changing hairstyles.