Wella Koleston had become just another hair color brand in the shelf. We need an extreme solution so we use a spokesperson no other brand would dare to use: Paulina Rubio, the most controversial Mexican pop singer, which was facing a hard moment in her life (divorce, lawsuits, paparazzi confrontations, etc). In, fact, we turned her scandalous widely media cover crisis into the launching platform for our concept “Transformation from within”.

It all started with an unbranded, confessional video where Paulina spoke about deep changes coming in her life. (Media went crazy. Speculating a new pregnancy, new boyfriend and so on.)

Meanwhile, Wella Koleston introduced “Transformation from within” inviting women to talk about their life-changing experiences and how they expressed them with Koleston’s intense colors.

Everything came together with a press conference where Paulina said bye-bye to her iconic blonde image to revealed her new Koleston red hair.

After a few weeks of earn media, the full campaign was launched. Print, TV, Magazine, OHH, and a web video that portrayed Paulina’s transformation process that obtained more than 15 million views!

RESULTS:

• More than 200 press releases plus 4 TV coverages, made this one of the biggest earned media campaigns in Mexico ever.

• Koleston became the number one hair color selling brand in Mexico.

• Brand total sales increased by 15%.

• Paulina’s new red 7744 sales grew 60%. And that’s a lot of new redheads!

On July 8 we start speaking about "Transformation from within" in our Facebook page.

The confessional video that really started all was released on July 17, 2013 on Paulina's Facebook profile. On that video she literally said "I wan't my change (inner change) to be noticed like never before".

Two weeks later we revealed that Paulina was our new ambassador and we promised to show her like never before.

On August 7 we invited press to our Big PR event. They never expected to see the "Golden girl" in a new Koleston Red Hair. To avoid any leaks we didn't produce the spot or photo shoot until then. In fact Paulina's red hair were colored just a day before.

Each week we posted a video speaking about Paulina's transformation to keep women engaged until the full campaign was launched on September 16th.

In terms of bonding, we got great results with more than a hundred stories of transformation shared by our fans in Koleston’s social media channels.

Our hashtag #PauYaNoEsRubio, became trending topic on Twitter for two full days, being the 2nd most popular topic in August with more than 1 million mentions.

Paulina’s Big Reveal with Koleston got more than 200 press releases plus 4 TV coverages, being one of the biggest Earned Media campaigns in Mexico ever.

The “Behind the transformation” documentary video has reached 15.5 million views, reaching 86% of TOTAL female population in Mexico.

Our website doubled visits reaching 62K page views, and our fan base increased +55K fans in Facebook growing PTA from 1% to 5%.

Koleston brand grew +6.0 pts. vs. YA in just 3 months, and Paulina’s red color (#7744) passed from being the 10th most sold, to #3, raising its sales by 60%.