With more than 140 years of experience in the hair care industry, Wella recently announced the launch of its Ultime Repair Range offering cutting-edge products that can heal hair damage in as little as 90 seconds. On September 9, 2024, in Mumbai, an exclusive launch event for the Wella Professionals line was held at the esteemed St Regis. Alongside India Wella Ambassadors Natasha Naegamwala, Nikhil Sharma, Nandini D’Rozario, Placid Braganza, and Rohan Patel, as well as other distinguished visitors and industry professionals, Nykaa representatives were present at the event. The presence of Bollywood actress and former Miss World Manushi Chhillar elevated the event’s magnificence.
The Wella Professionals Ultime Repair Range, featuring AHA to rebuild the inside strength of the hair and Omega-9 to replenish the outside barrier of the hair fiber, delivering noticeable changes after just one use. The usage of this range helps lock in a dazzling shine, ensuring healthy-looking hair, and offers comprehensive repair by rebuilding the internal strength of the hair while replenishing the outer layer. This makes it an effective solution for damage caused by chemical, mechanical, thermal, and environmental factors. Moreover, the product range is suitable for all hair types, including straight, wavy, and curly.
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Ultime Repair Miracle Hair Treatment Serum: Reduces hair breakage by 99% compared to non-conditioning shampoos and delivers 12 times smoother hair
Ultime Repair Shampoo: Features Metal Purifier technology that detoxifies and rebuilds damaged hair
Ultime Repair Conditioner: A deep, daily-use conditioner providing intense inner strength without weighing down the hair
Ultime Repair Miracle Night Cream: A delicate cream offering instant frizz control, protection from breakage, and smoother hair that is repaired overnight
Speaking of the launch, Pravesh Saha, General Manager, South Asia, Wella Company said “The launch of the Ultime Repair Range is a testament to Wella Professionals’ commitment to innovation and excellence in hair care. We are proud to introduce a premium collection that not only addresses the diverse needs of all hair types but also sets a new benchmark for quality and effectiveness in the industry. With revolutionary technology and unparalleled results, we are confident that this range will empower both professionals and consumers to achieve truly remarkable hair transformations.”
With the introduction of the Ultime Repair Range, the Indian hair care market reached a new height and a new benchmark for high-end products with ground-breaking effects. Wella Company, a leading beauty company with iconic brands like Wella Professionals, Sebastian Professional, System Professional, weDo Professional, Clairol, OPI, Nioxin, and ghd, employs 6,000 globally and has a presence in over 100 countries, empowering its employees to deliver sustainable growth.
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On the sidelines of the Ultime Repair launch event, StyleSpeak Editor Sandhya Chipalkatti speaks with Pravesh Saha, General Manager, South Asia, Wella Company about the new product range.
How important is this launch for you as a brand?
This is a super important launch for us for multiple reasons – first off, as a fact, this is a global product which has done really well. For the first time ever, we formulated our product to work on Asian hair. So, this is a clear recipe for success and hence expect big things from this product. Secondly, this product is specifically designed to ‘repair’; our consumer study suggested that about 92% of Indian consumers struggle with damaged hair. Upon reaching out to them, we realized that 63% of them were in search of the perfect product for their hair needs.
This research helped us understand that this is clearly the biggest segment of services and a need which consumers are currently facing. So, we developed a fantastic product and are now looking at a large market and a big business!
What is the main cause for damaged hair among Indians?
There are multiple reasons – it could be air pollution, excessive usage of chemical treatments or maybe even consistent sun exposure. Hair damage can happen due to a lot many reasons and that’s why this product makes so much sense because it takes care of everything.
Does it mean that this product repairs every kind of hair damage?
Yes, it helps in repairing any and every kind of hair damage! The best part is that it helps in repairing your hair not just from the outside, but from the inside as well. Most haircare brands only target damage from the outside, which makes the hair look shiny, but in the long run, doesn’t leave the hair in a good shape. This particular product works on Hydrogen Sulfate bonds – these are the bonds which get damaged the most. It is specifically designed for long-term usage and makes sure that damage gets taken care of as and when it happens.
Is this a salon-specific range or is it for homecare as well?
We are increasingly seeing that salons are becoming centers for effective and dialed-up services. Of late, consumers are taking a lot of hairdresser support to build a strong hair care regime for themselves. In the industry, this is known as ‘skinification of hair’, which is why with this particular range, we’ve got some very simple and effective services for the salon hairdressers to execute, as well as a range of powerful SKUs to take back home.
Let’s take the example of ‘skinification’ – usually skincare has a regimen. Is this range supposed to be used as a regimen too?
The intent is always to build SKUs where if you use the entire range, then the efficacy of the product is dialed up significantly. We understand that adhering to regimes is a little tough for the consumer because different product formats get used differently. So, we always design ranges with Hero SKUs in mind. But we recommend using the entire range as a stepwise procedure to dial up the efficacy.
The other beauty of this range is that every product has an active ingredient – so, even the shampoo does the job of damage repair. Of course, it may not be as effective as the Serum, but it would still get the job done.
After COVID-19, people have become extremely conscious and disciplined about self-care. So, somebody who follows a stepwise skincare routine, should also adopt a stepwise hair care routine?
Oh yes, I sincerely hope so! I think the consumers are finally understanding that following a regimen delivers effective results. If you see, that’s how the brands have also been designing their products. That’s why it is always recommended that consumers follow a stepwise routine so that they can experience a product in all its efficacy.
