Hair care brand Wella Professionals was looking to launch a global marketing campaign with the perfect, well-tressed talent.

Rogers & Cowan’s First Call was asked to forge a relationship with an international celebrity with great star power and high-end appeal.

We launched a comprehensive analysis of talent, made recommendations, and guided the brand through multiple rounds of partnership discussions that ultimately landed a client relationship with actress Sophie Turner.

Our Approach

The Mane Event

The Mane Event Sophie Turner’s character, Sansa Stark, is revered throughout the Seven Kingdoms on HBO’s epic fantasy series “Game of Thrones,” like how Turner is admired by many internationally. Wella Professionals’ search for such a famous face with global, high-end appeal and lovely locks, secured Turner for print, digital, and TV advertising, including PR and social media with the assistance of Rogers & Cowan’s First Call. The agency curated media blitz of coverage, giving Vogue the exclusive first look at Turner as a Wella Professionals brand ambassador and landed additional coverage in Allure, People, Elle, InStyle, Harper’s Bazaar, PopSugar ,and Refinery29. The campaign netted 744 million-plus impressions, increasing Wella Professionals’ social media following and consumer engagement. Additionally, the partnership increased sales at retail partner ULTA Beauty, placing Wella Professionals in the top 10 best-selling products.


The campaign resulted in a sales lift for Wella Professionals’ EIMI Thermal Image, a product featured in the campaign.


Million media impressions


Product at ULTA Beauty and lts a sales lift for Wella EIMI Thermal Image