Festive PR gifting for Wella

Context: strategic festive gifting to influential media

Wella was looking to implement a thoughtful, festive PR gifting campaign targeting leading press and media outlets, including publications such as Vogue, HELLO!, Grazia, and Heat, newspapers including The Times and The Daily Telegraph and shows such as This Morning. This was a feel-good gift containing Wella’s ultimate party hair products.

Wella Company is an innovative global beauty leader with a portfolio of iconic hair, nails, and beauty tech brands for industry professionals and consumers, including Wella Professionals, OPI, ghd, Briogeo, Nioxin, Sebastian Professional, and Clairol.

Wella and Linney have started to work closely together with seeding activation, with Linney supporting on creative influencer boxes, as well as agile solutions to ensure products can get into the hands of content creators quickly, to help with reactive campaigns.

Project objective: delivering a festive, on-brand, premium experience

The challenge was clear: design and execute a PR gift that not only embodied Wella’s brand but also conveyed a premium and festive feel. Equally important was ensuring that each gift arrived in the hands of press and content creators before Christmas. As expectations around PR gifting continue to rise, getting both the creative and logistics right is critical.

“It’s been a pleasure working with Linney on this project to deliver a Wella Ultimate Party Hair gifting moment for top-tier press ahead of the festive season.”
Emily Kronqvist, Brand Communications Associate Director

The Linney solution: elevating packaging to create memorable moments

The Linney packaging team created a bespoke branded Christmas box with premium print finishing, to elevate a standard design into something with a luxury edge. The ribbon-tied products also gave an indulgent finish to the gift.   

Future plans:

At Linney we are excited about future projects that we will work on with Wella and have already started to consider how we can further elevate unboxing experiences, recognising that consumer expectations evolve rapidly in the beauty industry.  Watch this space...

Looking to turn gifting into a moment people remember? Let’s talk.