Join the Greyvo-Lution – Showcase Your Brand to Perfection
Wella is an internationally recognized premium brand in professional hair care and one of the leading suppliers to the salon industry. For decades, the company has been synonymous with high-quality hair color, care, and styling products, earning the trust of professional hairdressers and stylists worldwide. A key element of Wella's brand strategy is its close collaboration with salons and hair professionals. New product ranges are introduced through dedicated sales representatives, hands-on training sessions, and educational programs that enable stylists to experience and master the products in real-world applications. For this project, IP Adelt worked directly with Wella's marketing team to develop a premium presentation solution for a hair color product range focused on grey hair coverage. Under the campaign slogan "Join the Greyvo-Lution", the launch promoted a confident, modern perspective on hair color while reinforcing the brand's premium positioning. The campaign was developed for the DACH market, targeting professional users in Germany, Austria, and Switzerland. The custom presentation cases were used by the field sales team during customer visits, at professional training events, and were also distributed directly to hair salons, helping to establish the product range as part of everyday salon practice.
For the launch of a new professional hair color range, Wella was looking for a presentation solution that would reflect the brand's premium positioning in every customer interaction. The objective was not only to communicate the product benefits but also to create a memorable visual and tactile experience for professional hairdressers and stylists. Rather than relying on conventional packaging or standard sample folders, the goal was to develop a presentation case that would stand out through exceptional quality, durability, and a carefully staged product display. As the cases were intended for both field sales representatives and professional training sessions, they needed to combine an elegant appearance with the robustness required for daily use over an extended period. Another key challenge was the secure integration of multiple products in different shapes and sizes. A fully customized foam insert had to be engineered to hold every component precisely in place while maintaining the premium look and feel of the presentation. The visual design was equally important. The presentation case followed the creative concept of Wella's grey hair coverage campaign, ensuring a consistent brand experience across all touchpoints. A distinctive design element was the case itself, finished in a dominant grey tone—a deliberate choice that reinforced the campaign's visual identity and message. Finally, the project required a completely bespoke solution for a relatively small production run of only a few hundred units. Without relying on standard formats, IP Adelt developed a tailor-made presentation case that successfully balanced functionality, premium aesthetics, and cost efficiency.
Inspiration for Promotions, PR and Product Presentation
IP Adelt developed a premium presentation case in handcrafted bookbinding quality that combines outstanding functionality with Wella's distinctive brand identity. Despite its compact dimensions, the case provides ample space for the product range while offering a practical, sales-friendly format that is easy to transport and present during customer visits. One of the key advantages of this manufacturing method was its exceptional design flexibility. Every visible surface could be produced entirely according to Wella's brand guidelines, resulting in a clean, sophisticated design that reinforces the brand's premium positioning while seamlessly supporting the campaign's visual identity. Particular attention was given to the development of the custom insert. As sustainability was a key requirement, the solution was designed without the use of plastic. Instead, IP Adelt engineered a precisely manufactured insert made from printed and premium-finished paperboard. The insert securely holds each product in place while delivering an elegant presentation. Even under the demands of frequent field use, it ensures reliable product positioning and a consistently high-quality appearance. The presentation case was completed with a carefully selected handle that enhances everyday usability while further emphasizing the premium character of the solution. The result is a bespoke presentation case that not only protects and showcases the products but also communicates Wella's brand values at every customer touchpoint.
The Wella project demonstrates how a thoughtfully designed presentation solution can play a key role in the successful launch of a new product range. The custom presentation cases not only met the project's demanding design and functional requirements but also proved their durability in daily professional use. Throughout the entire campaign period, they were used extensively by the field sales team and during training sessions without showing noticeable signs of wear, exceeding Wella's expectations for quality and long-term performance. From a sales perspective, the presentation concept also delivered measurable value by supporting effective product demonstrations and helping to establish the new hair color range within professional salons across the DACH market. Whether in one-to-one customer meetings or hands-on training environments, the premium presentation enhanced the overall brand experience and reinforced the value of the products. For IP Adelt, this project is an excellent example of how bespoke presentation solutions successfully combine premium design, functionality, and durability while actively supporting the successful market launch of new products.
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