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Wella Professionals Launches Year-Long Partnership with Rent the Runway9-9-13 10:00 AM EDT

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. The new multi-sensorial smoothing oil instantly conditions and protects hair for incredible smoothness and shine without weighing it down. Designed by Wella experts, this latest addition to the versatile care & styling line-up works to complement Wella Professionals color, giving color more shine and vibrancy.1 Whether your hair color is natural or enhanced, Oil Reflections will bring out the beauty of the tones, shades and highlights – making your hair color glimmer as it reflects the light.

Wella Professionals Celebrity Stylist Andy LeCompte explains why Oil Reflections is different from other hair oils: “When I’m working on my clients, whether it’s for the red carpet or in the salon, I am careful to use the right products for their hair type. What’s so great about Wella’s new Oil Reflections is that it works for everyone because it doesn’t weigh the hair down and I can see how it instantly transforms hair so it looks and feels healthy, shiny, and soft.”

Oil Reflections demonstrates incredible versatility that adapts to your hair care and style regimen. Whether you’re applying for conditioning benefits or to increase shine, this oil will become your must-have product for any red carpet style you want to bring to life. This one product has the ability to achieve glossier waves, structured braids, and textured pompadours. Oil Reflections rounds out the growing portfolio of care & styling products from Wella Professionals.

AVAILABILITY
Wella Professionals OIL Reflections launches September 2013, at a suggested retail price of $40.00. The complete Wella Professionals range of products can be purchased at professional salons across North America.For more information, visit www.wella.com.

About WELLA
WELLA products help make beauty dreams real everyday for millions of stylists and consumers worldwide. WELLA’s brands are distributed in more than 180,000 salons across the globe, and include Sebastian Professional®, Koleston Perfect by Wella Professionals®, Color Touch by Wella Professionals®, Blondor by Wella Professionals®, Clairol Professional® and Nioxin®. Exceptional products, inspiring education and unique salon business-building programs make WELLA, the Salon Professional division of P&G a world leader and expert in hair and beauty. Please visit http://www.pg.com for the latest news and in-depth information about P&G (NYSE: PG) and its brands.

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1 Vs. non-conditioning shampoo only

For Wella Professionals
Rachele Harkins, 212-891-0437
rharkins@devriesglobal.com
or
Tracy Green, 212-891-0404
tgreen@devriesglobal.com

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