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Wella to 'Rent the Runway'

September 9, 2013

Forms year-long partnership with fashion organization.

As any fashionista knows, your look just isn’t complete without a great looking hair style. To help women across the country create their own red carpet moments, Wella Professionals is joining forces with the premiere online destination for designer dress and accessory rentals, Rent the Runway. Fashion and beauty are synonymous with a woman’s routine when preparing for a special event, making the collaboration between these two brands an organic fit. As a top professional hair brand, Wella consistently shares stylist tips to translate red carpet and runway looks for real woman to achieve on their own. To that end, as Rent the Runway’s preferred hair brand, Wella will have the opportunity to help women nationwide complete the ultimate end look for all their occasions, by providing expert hair styling advice from Wella’s celebrity stylists; now that’s a fit for any trendsetter.

Jenny Fleiss, Rent the Runway co-founder and head of business development, commented, “We’re thrilled to be working with such an iconic hair brand to bring our customers the best of both fashion and beauty. Great hair inspires confidence and empowerment in a woman just as a fabulous dress does, so we are eager to bring women professional products and expert tips that will help them look and feel their best from head to toe. Not to mention, we are big fans of Wella’s products and services ourselves!”

The year-long collaboration launches in September and will include product sampling, how-to video tutorials with Wella Professionals’ Celebrity Stylist, Andy LeCompte as well as integrated social media content, including contests and live chats. Each month, content will be refreshed on RentTheRunway.com so consumers can get up to the minute hair tips, trends and advice to create their very own red carpet look. Additionally, as part of the sampling program, Wella will be offering Rent the Runway customers in-salon incentives and in-store coupons and will also take part in local Rent the Runway events for the duration of the partnership. All of these elements are designed to teach women how to choose products and styles that will help them achieve a look best suited for their designer dress rental. Choosing from a care & styling regimen tailored to specific hair needs: Brilliance (for color treated hair), Enrich (for dry hair), and Age Restore (for mature hair) and an extensive styling range designed for easy navigation depending on the stage of styling: Wet (create, structure, volume), Dry (shape and define) and Finish (finish and enhance), Wella Professionals has a product and solution that’s right for everyone. These amazing care and styling products alongside Wella Professionals trusted salons and color lines create a recipe to achieve hair greatness.

In tandem with the launch of the exciting new partnership with Rent the Runway, Wella will be unveiling its latest product innovation, Oil Reflections.

Wella Professionals OIL Reflections launches September 2013, at a suggested retail price of $40. The complete Wella Professionals range of products can be purchased at professional salons across North America.For more information, visit www.wella.com.
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