Sofia Tobisson, Digital Content Specialist at Wella Company, works at the intersection of brand and consumer experience. During a meeting in central Stockholm, we talked about content strategy, trends in the beauty industry, and why authentic customer voices are becoming increasingly essential in today’s digital landscape.
— My role as Content Specialist at Wella Company is both dynamic and multifaceted. I’m responsible for all content and materials we share with our e-commerce and retail partners, which means ensuring that our brands are presented in a consistent, inspiring, and informative way on the digital shelf, says Sofia.
Focusing on the digital shelf is more than a technical detail — it’s about shaping the entire customer journey from first impression to purchase.
— What drives me is the opportunity to influence how our products are perceived digitally. I’m passionate about creating inspiring and conversion-driven content that not only strengthens our brands but also helps consumers find the right products for their needs.
Transparency as a Driving Force
The hair and beauty industry is constantly evolving, and according to Sofia, today’s consumers are more curious and informed than ever.
— Consumers are demanding more transparency around ingredients, which is why we focus on creating educational content that highlights the product’s formula, function, and the results it delivers.
In this context, the role of content is shifting — from selling to educating.
— By informing and educating, we hope to help consumers make more conscious choices and find the products that best suit their needs.
The Power of Authentic Voices
When it comes to purchase decisions, Sofia sees real value in customer reviews — not just as social proof, but as practical guidance.
— Authentic reviews play a crucial role in the purchase journey and can help consumers make well-informed decisions. When test panelists share their experiences and results, they provide credible and inspiring guidance for others.
— Their personal experiences make it easier for consumers to navigate between different product lines and find what suits them best.
Two Approaches That Strengthen Each Other
For Sofia, it’s not about choosing between traditional marketing and user-generated content — it’s about understanding how they work together.
— We see that both play a crucial role, but in different ways. Traditional marketing helps us build brand awareness, communicate our expertise, and differentiate ourselves in the market, while user-generated content — especially reviews — builds credibility and trust with consumers.
— Reviews are an important part of our digital ecosystem because they offer potential customers insights from real users. They influence purchase decisions, improve a product’s digital visibility, and build trust through authentic customer experiences.
A Partnership That Delivers Value
Wella Company’s collaboration with Smartson is part of its strategy to amplify real voices and gain insights from everyday product use.
— Through our partnership with Smartson, we hope to receive valuable and authentic reviews that help consumers make informed purchasing decisions. The feedback from test panelists not only gives us insight into how our products are experienced in real-life environments but also strengthens our digital presence through user-generated content.
— We work with selected retail partners to maximize the impact of this project. By integrating test panel reviews into product pages and marketing materials, we hope to create a more transparent and inspiring shopping experience.
A Brand Portfolio With Global Reach
Wella Company is a global leader in professional haircare and beauty, with a portfolio that includes Wella Professionals, Sebastian Professional, Nioxin, Briogeo, System Professional, Sassoon, Clairol, OPI, and GHD.
With deep heritage and a constant focus on innovation, the company is well-positioned to meet the expectations of today’s consumer — where every voice, and every review, plays an increasingly important role.