Wella Professionals reveals its #140changemakers anniversary collection to celebrate milestone year


Rossano Ferretti, Global Ambassador, heroes the stylist community to curate a digital-first for the brand.

July 20th, 2020 – Wella Professionals, a long time global leader in professional color, celebrates its 140th anniversary with the reveal of a collection created by the brand’s changemakers across the globe. Community has always been at the heart of Wella Professionals and to mark this exciting moment, stylists are invited to join the most beautiful celebration the hair industry has ever seen.

The collection is a tribute to the brand mantra, MAKE CHANGE, which goes beyond the incredible hair color transformations its stylist community craft every day. Make Change elevates the industry’s ability to inspire positivity and demonstrates that change begins in the salon but goes far beyond the chair. Wella Professionals’ extensive and dynamic stylist community creates change every day and the collection applauds their creations and transformations in the industry.

Launched in October 2019, #140changemakers is a social celebration to showcase the most magnificent hair color transformations of Wella Professionals’ colorists on Instagram, mainly created using the iconic Koleston Perfect with ME+, loved by both hair professionals and their clients.

Koleston Perfect with ME+ is brilliant for a generation who is more attuned to what goes in and onto their body, and it provides an opportunity for hairdressers to be even more professional, no matter what their level of experience is. The application is easy from root to tip, resulting in an even, beautiful color.” said Rossano Ferretti.

The #140changemakers campaign saw over 8,000 submissions from 23 countries with the UK accounting for almost 50% of the geo-tagged posts. The campaign was female-led, with women making up 76% of entries. Blonde hair transformations were the most popular, making up almost 70% of entries, followed by red at 13% and then a range of other colors, including brunette, pink, pastel, purple, grey and metallic. Overall, #140changemakers had a total global reach of 10 million.

Curated and led by Rossano Ferretti, Global Ambassador, Wella Professionals will introduce the #140changemakers anniversary collection on the @wellahair Instagram channel today.

"With the #140changemakers anniversary collection, I wanted to hero stylists across the globe and bring to life their incredible craft. Our stylist community is continuously inspired by the individual beauty of their clients and the collection showcases the creativity behind each and every hair transformation. When curating the collection, I selected the looks based on technique, creativity, wearability and health - there is no beauty without hair health,” said Rossano Ferretti.

The #140changemakers anniversary collection celebrates color, community, and the ever-changing hair industry. Stylists make change every day - it’s their superpower. They are the original changemakers and Wella Professionals honors them with this milestone campaign.