Case Study: Wella achieves #1 marketing opt-in contributor status and triples user registrations with Totara Learn

Coty Professional Beauty's Wella Education Platform Becomes #1 Marketing Opt-in Contributor

Coty Professional Beauty, owner of brands including Wella Professionals, faced the challenge of creating a best‑of‑breed online learning hub—Wella Education—that felt like a premium website, was fully responsive (cellphone‑first), supported diverse learner styles and 20+ languages, delivered interactive SCORM and video product knowledge, and integrated e‑booking with SAP for orders and invoicing. After finding standard LMS options too limited, Coty partnered with Kineo and Totara Learn to meet these needs.

Kineo built Wella Education 7 on Totara Learn with a responsive, mobile‑optimized design, localized content in 21 countries, an iOS e‑booking app for sales reps, and BI via Totara reports and Adobe Analytics. The platform became Wella’s #1 marketing opt‑in contributor (+4.5% vs wella.com), attracts 400,000+ unique visitors, 120,000+ registrations (3x YoY), 65%+ completion rates, 100,000 seminar bookings via the app, 5.25 minutes average time on page, 62% smartphone usage, and has helped accelerate salon business growth (~9% on average).

Wella

Annamaria

Technical Education Trainer