Life in colour

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NOUFAILY: Educating women on achieving the right shade, minimising risk and making it simple to achieve their desired look are Koleston's main objectives.

Bachir Noufaily, assistant brand manager for Wella Colourants P&G Gulf combines natural ingredients to achieve his success.

How long has Wella been present in the Middle East?

With 50 years in the Arabian Peninsula, Wella has experienced excellent growth and a very diverse portfolio and presence in the Arabian Peninsula (AP). We have a wide range of consumer retail products to meet almost every colouring need.

Our most recognisable brands fall under the well-known Koleston range, with the regular Koleston Kit, Koleston Naturals and Koleston 2000. Koleston Kit offers a full solution, with our rich palette of colours in a premium form.

Koleston Naturals offers a wonderful balance between the colour and the natural ingredients which help to care and maintain the health of the hair. Koleston 2000, with its strong heritage and simple form, gives consumers the luscious colours reflective of the brand's rich heritage.

As market leaders, our growth is more focused on introducing more women to the joys of hair colouring.

With this in mind, our focus is aimed at educating women about how to colour their hair to get the shade they want, minimise the risks and make it as simple as possible to get the look they are after.

What have been the most recent additions and changes with the brand?

The most recent addition to the Koleston Brand has been the launch of Koleston Naturals. With its wide range of colours, natural extracts and pro conditioner, it is the ideal balance to get the colour you want and care for your hair.

Also, priced very reasonably and competitively, it has quickly become a favourite at our top retailers.

Consumers who were previously concerned with damage and had bad experiences in the past can now colour with more peace of mind. As a result, it is the fastest growing brand in the market.

How has the brand been supported by marketing activities?

With Koleston Naturals, we have maintained our focus of carrying out holistic marketing campaigns.

We incorporated TV and print mediums across the Arabian Peninsula and supplemented this by having a strong PR campaign in addition to excellent in-store marketing activities such as in-store promoters, strong promotions and lots of materials.

One of the most interesting tools was hosting an open discussion forum where we invited international celebrity hair stylist Sascha Breuer and our top Wella Science expert for an open conversation about hair colouring, the science behind it, upcoming trends and how Koleston Naturals fits in the colouring market.

At Wella, we thrive ourselves on being master hair-crafters with over 125 years of experience in the AP, with our thorough Koleston mother brand, and with Koleston Naturals, the best is yet to come.

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