Wella is a multinational beauty company with numerous iconic professional product brands. It relies on EDC in Portugal and Edelman in Spain. The aim is to promote its cross-functional communication strategy across the Iberian Peninsula.
EDC, Edelman’s affiliate in Portugal, has been selected by The Wella Company. It will manage the company’s digital communications and public relations strategy. The company chose Edelman and EDC after a competitive pitch involving several agencies. As a result, they will be responsible for positioning Wella’s many iconic brands in Spain and Portugal. These include Wella Professionals, OPI, Sebastian Professional, Nioxin, and System Professional.
The Wella Company is known for its innovation in the hair and nail care industry. It aims to empower people to express their own personality through beauty. The agency’s mission will be to help achieve this goal. To do so, it will design and execute a cross-functional, integrated strategy with a clear focus on digital communication. As a result, the company can accelerate its ability to inspire consumers and industry professionals with its products.
“We are thrilled to have Edelman/EDC on board during this ambitious phase for the Wella Company. We see this partnership as key to enhancing our ability to inspire and empower people and professionals in the Iberian region through beauty,” says Carlos Sola, Marketing Director for the Wella Company in Spain and Portugal.
“We are proud to contribute to Wella’s growth in the Portuguese market. We appreciate the trust they have placed in us and are confident that we have the talent, knowledge, and tools necessary to meet this challenge,” says Frederico Rocha, a partner at EDC.
As Wella’s new communications agency, EDC will be responsible for integrated communications strategies. It will design, define, and execute them for two brands in the portfolio. These are Wella Professionals and OPI.
The new agency will have a clear focus on boosting and accelerating its digital presence. This means revitalizing its social media profiles and advancing influencer marketing. In addition, its work will focus on strengthening relationships with the media. It will also cover promoting events and executing creative campaigns.
