1. April 20
Wella Viva
Communication
Strategy 2011
“Are you a fiery lion hiding under a pale mane? Or maybe a sexy black
panther, which has never really dared to go beyond Brunette? Viva Angelo
gives you options you never knew you had to live the life you want to…
Let Viva take you there….” Veotte

2. Well Viva Communication Strategy
What do I want to say?
Wella Viva is about self-expression, playfulness and confidence. With Viva you are making a
statement and changing your mood. Your hair and how it looks is an extension of your identity. It
allows you to live different lifestyles, be different people and try new things.
What is my product or service benefit? And what is my Brand benefit?
Brand Positioning Statement
“Are you a fiery lion hiding under a pale mane? Or maybe a sexy black panther, which has
never really dared to go beyond Brunette? Viva gives you options you never knew you had to
live the life you want to… Let Viva take you there….”1
Wella Viva is an entry level hair colorant. It is focused on younger ladies who want to ‘play’ with
their hair and are discovering their identity. Wella Viva is a part of the Wella Professional portfolio,
which is famous for shaping the fashion trends of hair for more than five decades. Wella Viva gives
their consumer the opportunity to access these fashion styles and colors at a reasonable cost.
Brand Values are: TRANSFORMATIONAL; Emotional benefits of beauty, cool, socially
acceptable; Remake identity, fashionable and Finding “True self.”
1
Partially from www.Viva.com “Are you a fiery lion hiding under a pale mane? Or maybe a sexy black panther, which has
never really dared to go beyond Brunette?”

3. The product provides a broad range of colors, including bright reds, metal blondes, purples and
blacks. It provides average performance in terms of hair health, quality of materials and
conditioning.
Who is my target market?
Target Customer2 : Anyone who wants to color their hair
Campaign Target : Young (12-29) female; fashion oriented; school, working
Media Target : New Category Users (NCU)
Creative Target : Young lady, seeking self-expression, recognition and social status. She is
the decider, purchaser and user in most cases
Category Need : Color hair, positive social perception; self-confidence
Benefits : Transformational, Self-expression, social acceptance
The primary media target is new category users. Viva is an entry level brand, which draws in new
users based on fashion, rebellion and seeking a ‘new’ identity. This builds the habit of coloring and
moves them into the other Wella Professional brands.
A secondary target market is the brand loyals, currently using Viva as a form of self-expression. It
would help if the campaign can re-affirm the reasons they choose Viva.
2
See Figure 1: Long Form Positioning Statement

4. What is the customer need or want?
The Wella Viva consumer has either a present or latent need to be cool, fashionable, desirable and /
or confident.
Wella Viva is driven by extreme positive emotions:
• Sensory gratification : With a new fashionable look.
• Social Approval : To fit in, be noticed and be cool. Vehicle for self-expression.
• Social affirmation : I had not thought of coloring my hair, and it looks cool.
The consumer needs a trusted confident, who is knowledgeable about fashion to help her discover
parts of herself she has never explored.
This is a high involvement category and support in terms of believability of trusted confident (Wella
Professional) is critical to drive action. This is done through engaging and involving the consumer
in choices in a safe environment to drive experimental new brand usage.
There is High risk associated with the outcome for the consumer, so the event needs to be
slowly coached and made more easily accessible. 3
Importance : Self-Expression & Fashion
Delivery : Height of Fashion; Fashion Advisor for cosmetic and clothes; recognized in
Fashion industry as part of Wella Brand.
Uniqueness : Fashion leader, color range
3
See Figure 2: ‘Behavioural Sequence Model.’

5. We recommend the utilization of high-involvement / transformational brand preference tactics. This
would include:
1. The utilization of archetypical, emotional and instinctual selling propositions. We have done
this before and examples are attached.4
2. The advert must be seen as emotional and authentic.
3. The transformational benefits can be extreme (potentially overclaimed.)
4. See the example where the range is showed at the end of the archetypical introduction, as
credible informational benefits. (http://www.besthaircolor.org/833/viva-hair-color-by-
wella/)
5. The presenter must be aspirational for our target audience.
What worked well in the past are demonstrators, couponing, online simulations5 and competitions.
How does my product meet their need better than competitors?
Category IDU Review
Importance or Desirability Delivery Uniqueness
Self-Expression Wella Viva, 100% Color, Fashion Color Scheme
High Fashion Trendsetter
Highlights (Revlon, NNE, L’Oreal, Garnier- Permanence of color
Grey Cover Nutrisse) No. of Brands or
Roots number of shades
4
See Figure 3 “Archetypes”
5
See Figure 5 “Online Personality Quiz – Find your True Color.”

6. Entry level brands such as Wella Viva and 100% Color by Garnier are more cheaply priced, for the
young female market, which tends to have lower disposable income. The willingness to pay of the
target market is low, as this is generally an experimental product usage and benefits are largely
psychological rather than physically deliverable, as compared with more mainstream better quality
brands.
Wella Viva has more of a history through Wella Professional, which can be seen to have been quite
avant-garde6 versus Garnier which is market separately from L’Oreal, it’s holding company. This
provides Wella with a stronger delivery with respect to the trusted fashion advisor.
The mass market brands such as Nice & Easy and L’Oreal are focused on an older demographic and
the importance is grey coverage, and fashion. These brands are priced at a premium and are
expected to deliver on key aspects such as hair health and long term permanence of color.
What do I want customers to think, feel and do as a result of seeing my communication
material?
Communication Objectives:
• Category Need: This has been covered in depth previously. Hence the marcomm campaign
has to appeal to the category needs identified. Problem Avoidance, Sensory gratification,
Social Approval, Negative ending motive or / and Social affirmation.
• Brand Awareness: For Wella Viva, there is a need for both brand recall and recognition, as
this is a high involvement category. This therefore requires both strong brand identification
and the development of the category need for the consumer.
6
See Historical Wella Fashion – Figure 3 “Wella The Fashion Advisor – 2010”

7. • Brand Preference: Our focus here is on those who are unaware or have a moderate
preference. This goal will be in create a ‘strong preference’ in these two groups.
• Brand Action Intention: In previous campaigns, we used the online personality hair color
simulations. We found that attaching coupons to these consumers worked well to measure
success through purchases with retailers, where we were able to track coupon usage.
Creating brand action intention continues to be a major objective for this campaign.
• Purchase Facilitation: Purchase behaviour shows that consumers make decisions both prior
to coming the stores, as well as in the stores. Often the consumer comes to the store to buy a
‘color’ brand but makes the final choice of color and brand at the shelf. For this purpose, we
are looking at the idea of partnering with the national ‘beauty retailer’ to run an in-store
competition. We would like ideas on this type of campaign, were we could tie in the retailers
beauty equity with Viva.
Key Goals of Communication
• 10% of ongoing consumers are NCU tracked through coupon redemption.
• Increase brand recall of 40% amongst target audience by 50%.
What is constraints are there?
In terms of the Wella Viva brand the constraints are:
• Limited budget. As this is entry level low priced product, we cannot afford any kind of
television advertising. The choice of media must be oriented to what drives interaction with
the target audience. We need to develop a ‘relationship’ with our target audience and

8. become their confident. Media which goes viral, or is seen as cool, at low cost will be ideal.
See our website for how we have created an online interaction based on personality tests,
which help reveal your true identity.7 The Viva Make-over competition worked very well
for us as well, as there was user generated content and ‘free’ advertising through the media.
• This is a young vibrant brand, which allows us to be more avant-garde than most clients.
This needs to be kept in line with the ‘professional’ Wella brand, so that we do not bring
into disrepute.
• The timing of this campaign needs to be ready to roll-out in Spring. It is now August 2011,
and we need to ensure that any print media in support is briefed in by October 2011 for
Spring Issue. This time constraint is critical, as there will be no flexibility with all suppliers
focused on Christmas execution, and March being locked down.
What media should be used?
As briefed above, we would like to look at alternative types of media, including specifically online
social media. Traditionally, we have run strong in-store demonstrator programs, print advertising,
and online competitions. We are open to alternative types of media. One of the ideas we have is of
potentially looking at partnering with a beauty magazine, retailer or beauty / fashion show, which is
targeted towards the correct demographic. Any examples or ideas for this will be useful.
7
Figure 6: Online Personality Testing

9. Appendix
Figure 1: Long Form Positioning Statement
VIVA
Brand Wella Viva
Target Customer
1. Target customer type and description Anyone who wants to color their hair.
that includes all realistic potential and
actual buyers.
2. Campaign Target audience Young (12-29) female; fashion oriented; school,
working
3. Media Target New category users.
4. Creative target Young lady, seeking self-expression, recognition
and social status. She is the decider, purchaser and
user in most cases.
Category Need
1. Customer need
2. Alternative brands that the target Semi-permanent brands like Loving Care or
audience considers. lasting Color.
Benefits
1. Key Benefit to be emphasized. Transformation
2. Key benefit claim chain Attributes: Color hair, Fashion advisor status
(TRANSFORMATIONALLY Benefits: Radical or slight change; make-over
MOTIVATED) – Purely positive end Emotional: TRANSFORMATIONAL; benefits
benefit focus and emotional focus. of beauty, cool, socially acceptable; Find “True
self.”
3. Entry-ticket benefit, or benefits, to be Fashionista. Wella Professional is a salon brand
mentioned: with Wella Professionals the best in the world.
4. Inferior benefit to be traded off with Product may not last as long as ‘natural’ hair
lower price and short to medium lasting colorants. The key benefit for the consumer is not
coverage to be deliberately omitted. grey coverage. It is to be changed frequently and
make a different statement regularly.

10. Figure 2. Behavioural Sequence Model
WHAT Need Arousal Information search and Store choice and Usage
evaluation alternatives purchase
WHO Young female: Friends, fashion advisors, Mother, customer, Consumer
Feeling drab; new user,
season; going to new
education,
WHERE Learning institution, Online, fashion Home, social Home or friends
office, party, magazines, television, in gathering, store, house.
stores.
WHEN Any time On the spot with some 1-15 days from 1-7 days from
flexibility. In the store, decision. purchase.
looking at the different
colors.
HOW Moving to a new Friends, rock-stars, movie Decide color, brand, 4 to 6 weeks
(frequency) year of school, stars, fashion shows, range before or in
changing job, finding music videos, MTV, store. High risk –
new partner, Joining seeking information.
new social group.

11. Figure 3: Archetypes
ANGEL ROCKSTAR
SEXY AND PLAYFUL NEW IDENTITY

12. Figure 4: Wella – The Fashion Advisor (2010)
1920 1930 1940 1950
1960 1970 1980 2000

13. Figure 5: Viva Make-over Competition
Wella invites you to discover your creative talent by taking part in the Wella Viva Makeover "More
Color. More Fun" online competition. Simply visit www.viva-color.com and get the chance to walk
away with a sexy new Nokia 8800 or a funky 4GB iPod Nano.
Figure 6: Online Personality Tests
Outcomes