Brooke Burke

In an effort to reach out to consumers and educate them on what Wella hair color has to offer, P&G Salon Professional is hitting the road.

In an effort to reach out to consumers and educate them on what Wella hair color has to offer, P&G Salon Professional is hitting the road. Beginning June 21, Wella Professionals is kicking off a Haircolor Discovery Tour, one that will visit eight U.S. cities throughout the summer, providing access to colorists who will offer free, personal recommendations as well as discounts to participating Wella salons and complimentary products. The tour, which will visit Philadelphia, Washington, Miami, Chicago, Dallas, San Francisco and Los Angeles, kicks off at Manhattan’s South Street Seaport, and will feature Brooke Burke, Wella’s new spokeswoman. Wella Professionals, which is celebrating 130 years in business this year, acknowledges that while hair coloring commands an audience of more than half of women, 42 percent have never had a color consultation with their stylist.

This story first appeared in the May 28, 2010 issue of WWD. Subscribe Today.

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