Challenge, context & objectives
Sebastian Professional is a global leading brand of Hair Care & Styling products, targeting mostly salon professionals and hairdressers (80% of its business).
End consumers, representing 20% of its business, are able to buy products in hair salons. However, Sebastian is suffering from a lack of awareness within the end consumer community, impacting its net revenue.
In January 2017, Sebastian Professional had a portfolio of 56 hair products, organised around 3 key categories: styling (its biggest business with 30 products), care (14 products), and colour (12 products).
But since the 2010s, a new major opportunity for...