Wella, a premier haircare brand is on the quest to offer product offerings to a younger consumer base through relevant mediums. This shift in focus was seen during the pandemic when there was a huge change in consumer lifestyles. Also, Asia has a large younger population and Wella wants to leverage that.

The brand has developed Duo Energy, a line exclusive for Asia that safeguards hair from hard water. It claims that the five products in this haircare range can remove 43% of copper ions deposited on the hair. According to Wilmer Ryan Cu, Marketing Director of Wella Asia Pacific, the new line was created especially for Asians as most of them shower multiple times a day.

In this range, Wella has launched a range of colour-depositing hair conditioning masks too that maintain hair colour for a longer period of time.

Next year, Wella plans to have a product line up for hair breakage too. In addition, the brand has expanded its reach through e-commerce and soon it will expand its offline reach too, including having travel retail.