A first teaser mailing presents all the features of the range by means of 4 cards which each reveals a different sense.

-Touch: sample of the material and texture of the products, -Smell: sample of the perfume used in the products, -Look: presentation of the range’s colours-Discover: sample of the material and colour of the range furnitureA fifth card informs hair care professionals that the new System Professional range is available from September.One month later, a revelation mailing is sent to hairdressers. It includes a magazine that presents the range, products and furniture in detail in addition to a letter inviting professionals to arrange an interview with the WELLA representative.

25% of all targeted Wella hairdressers have decided to have the System Professional range in their references.