The range will include shampoos and conditioners as well as mousses, putties, stylers and sprays. All head Games products will contain active ingredients that can be used in combination, allowing for numerous styling possibilities.
The line will be sold in 1500 UK salons and will be promoted as an edgy brand. The haircare giant is planning to promote it in bars and nightclubs from next month. Wella has charged ambient media agency Inside Ambient with developing a campaign that will include a recorded greeting as people enter washrooms, encouraging them to try the range.
Wella currently sells its System Professional and Blondor ranges through salons, although both are aimed at an older market.
Procter & Gamble recently appointed former UK managing director Chris de Lapuente to oversee its global haircare business (Marketing, 26 May). P&G bought Wella last year for £2.2bn.
This article was first published on Marketing