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We Tried It: The Wella Generator

All the deets on our new Web3 experience. In collaboration with Wella Professionals.

Culture
Gif of Wella Generator

Remember The Wella Generator we announced last month? Here’s some good news for you—it’s finally live! In case you haven’t heard, Coveteur and Wella Professionals have linked up to bring you The Wella Generator. It’s a fun, Web3 digital experience that’s fun for everyone from crypto-newbies to blockchain pros. This is how it works: After signing up, you spin a wheel once a day for two weeks, collecting NFTs along the way.

At the end of the two weeks, sweepstakes winners will be selected at random with a chance to redeem Wella Professionals products or even experiences!

In case you’re still on the fence about signing up or you want some more intel on what it’s actually like to create an account, you’ve come to the right place. Below, three staffers share their experience using the Wella Generator. Take a spin and play for yourself (and a chance to win) here.

Ama Kwarteng, Beauty Director

As a Leo sun, Aries rising, and Sagittarius moon, I’m a dramatic person. (Blame the stars, not me!) So I’m pretty impulsive when it comes to my hair. Translation: I love switching up my hairstyles, to the point where I’m planning my next hair look while I’m still in the salon chair getting my hair done. Expressing myself with extensions, braids, and color is fun but it’s still important that I don’t stress my hair out in the process. That’s where Wella comes in—I’ve been a huge fan of their products ever since I was a baby beauty assistant and they’re ideal for maintaining moisture, reducing breakage, and, you know, protecting my hair from my spontaneous decisions.

If you couldn’t tell by my Big Three, I love games, but more importantly, I love winning prizes. The fact that the Wella Generator gives me the opportunity to potentially stock up on all my favorite products, I was instantly sold. I signed up during my lunch break—it literally took me less than five minutes—and spun the wheel for a digital NFT. Yes, it’s great to win something every day for a mini-serotonin boost, but if I’m being honest, I’m in it to win it all (a.k.a a Wella hair makeover).

Andie Eisen, Culture Editor

Most of the time, the mention of NFTs feels like a cold shower. My turnkey response in those conversations has always been, “if you show me an NFT that isn’t ugly, I’ll listen.” And well, well, Wella, look what we have here. The Wella Generator landing page is an inviting blue with pink clouds, and the Memphis corporate figures softened by illustrative and sophisticated designs. As a proud bottle blonde and years-long user of Wella products, the idea that this Web3 experience included, not only products I know and love, but an ability to collect them IRL–the process was instantly appealing. I was dreading the sign-up but I was able to log in, create an account, and spin the wheel for a digital prize all under 4 minutes—and I never had to fish my wallet out of my bag. I’m a total sucker for a wheel-of-fortune-style prize wheel and after my first spin, I now have a luminous smoothing oil NFT in my personalized tracker. I’m definitely coming back each day for a turn at the wheel because I’m holding out for that grand prize hair makeover. Fingers crossed!

Emily Greene, Marketing Strategy Director

When the idea of the Wella Generator first came up in a team brainstorm a few months back, I was so excited to finally dip my toes into the world of Web3 (especially in a context that I was personally hyped about: beauty!), without having to risk a ton of time, energy or personal finances. As someone who whole-heartedly dreads having to part with the money in my bank account, the idea of buying crypto, investing in the stock market, or even playing slots in Vegas leaves me feeling uneasy—that’s where the brilliance of the Wella Generator comes in, it’s totally free to participate, and gives every user a chance to win a series of exclusive hair care prizes.

Now that it’s finally live, The Wella Generator is even better than I could have imagined. I entered the site and signed up for my first-ever crypto wallet with a simple click of a button, and navigated to the Wella Wheel for my daily spin, revealing a ‘Color Brilliance Shampoo NFT’ that was instantly added to my dashboard. The playful experience feels simultaneously nostalgic yet futuristic—similar to watching ‘Wheel of Fortune’ as a kid, but updated in an innovative, 2023 style. The mystery and ease of it all are enticing enough to keep me coming back every day to see what else is in store—but the fact that I also have the chance to win a hair makeover or voucher for Wella products? Truly incredible.

Shop The Products We Love:

Crème Toner

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Demi Perm

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