Berina Thailand

Berina has been in the hair care and hair color market since 1980, growing in Thailand and abroad. Today its portfolio spans coloring, hair perm, hair care, and styling products.

For a brand with more than 40 years of history, the challenge is completely different from a new brand. Awareness already exists.

The harder question is how to keep decades of brand equity meaningful to the next generation of consumers.

WIS and Berina have worked together for 5 years, one of the longest-running relationships in the WIS portfolio.

Over that time, consumer behavior changed, platforms changed, beauty trends changed, and the way people consume content changed with them.

Our job was never to turn Berina into a new brand. It was to make sure a brand with strong heritage can always speak the language of each new generation.