P&G's pro hair-care brand Wella Professionals is promoting both the brand and salon hair coloring with a national tour that includes an association with "Dancing With the Stars" host Brooke Burke.
The Wella Professionals Color Discovery Tour will start in New York's South Street Seaport on June 21 before traveling to eight US cities this summer including Philadelphia, Washington DC,
Miami, Chicago, Dallas, San Francisco and Los Angeles.
The tour comprises colorists who explain the process and offer consultations for women for free. The company is also offering discounts
to participating Wella salons and complimentary products.
Procter & Gamble says 42% of women have never had a color consultation with their stylist. Following the personal consultations,
women will be able to make an appointment at their local participating salon to receive a discounted color service and experience their haircolor transformation first hand.
The company is
also running a promotion dangling a trip to have a celebrity haircolor transformation with a top stylist in New York City. One lucky winner and a friend will fly to New York for the weekend. The
company is promoting the sweepstakes on Wella Professionals' Facebook page.