Wella chart out the road ahead during regional 2003 GCC Strategy Conference

Held each year specifically for Wella's six Gulf country partners, the 2003 conference was conducted within a series of purpose built marquees constructed on a secluded beach offering spectacular views out over the Gulf of Oman. The setting provided an ideal opportunity to chart out the exciting business plans for the road ahead as well as celebrate Wella's dynamic growth and sales performance across the GCC and share the achievements and successes of the past year.

Underscoring Wella AG's firm commitment to the region, the strategy conference was attended by Wella AG Board Member Mr. Axel Dietz, Head of Wella Consumer Division Worldwide who was also accompanied by Dr Gerd Uhlmann, Wella AG Regional General Manager ME, Africa and Eastern Europe and Mr. Johannes Simon, Managing Director of Wella Intercosmetics.

The theme "Change and Commitment - Creating the Path" was prevalent throughout the two-day conference, from the irreverent presentations and innovative 2003 - 2005 business initiatives to team building exercises and changing colour themes of the main marquee. The theme proved extremely fitting for this year's distinctive GCC Conference during which Wella reinforced the effective ongoing change it strives for at all levels and its commitment to meet the needs of consumers, trade and partners throughout the region.

Commenting on the conference, Kamil Najjar, Regional General Manager, Wella Middle East, said: "Our theme of Change & Commitment is core to Wella's philosophy. In order to change we constantly need to think creatively, be visionary and of course allow ourselves to take risks. More and more we strive to demonstrate our commitment to our consumers, our partners and the hair care industry at large whether it be through our innovative products based on 122 years of hair care expertise or by way of customer focused initiatives that deliver on the individual's hair care needs."

The infrastructural requirements alone took more than two weeks of preparation as a fleet of trucks wove their way down to the coastal site to construct the marquees, deliver the heavy-duty power generators, as well as install all the necessary state-of-the-art audio visual and lighting equipment.

Najjar continued: "Overcoming immense logistical hurdles to host the Wella GCC Conference in a bay in Oman demonstrates our passion and dedication to delivering only the very best, no matter how challenging the conditions."

In addition to setting out its future plans, Wella Middle East also celebrated record sales growth for 2002, thanks largely to the instrumental backing given by Wella's partners throughout the GCC. The company recorded a 21% increase in export sales for the year 2002, with Saudi Arabia maintaining its position as largest single partner country importer of Wella products in the world.

While ranking no. 2 in the total retail hair care market, Wella continues to hold the leading market share position in three out of the four hair cosmetic categories. Wella leads the market in Colour, Styling and Conditioners, reaching up to 66% of the colour market in Kuwait, which is the highest market share by Wella in retail colour world-wide.

Speaking about Wella's plans for the future, Najjar added:
"We have exciting plans ahead for 2003 - 2005, with many unique and revolutionary initiatives in place that focus solely on meeting consumer needs and requirements. At Wella our passion is dedicated to our customers desires and in a rapidly changing world we need to always challenge the status quo, as what used to work yesterday will not necessarily work tomorrow."

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