The DESIRE GROUPE was the full-service creative agency for Wella Haircare for many years. We were charged with brand strategy, all campaign planning, and creative execution. As well as advertising, we assisted with brand development, packaging, and trade marketing campaigns. One of the more successful creative innovation was the creation, management, and execution of the Razor custom publishing initiative. Razor was a high-end industry magazine with a core focus on hairdressing artistry and beauty, We contracted the most elite creative talent in the land to produce a bi-monthly magazine that was delivered to all leading hairdressing salons in the land.