Wella Audience in Germany
Wella has an estimated audience of 524,870 people in Germany. 76.1% are female, 23.9% are male, average age 36.4. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Kérastase, The Witcher 3: Wild Hunt, Hair follicle, Perm (hairstyle), Top Hair.
The average Wella fan in Germany is 36.4 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Kérastase, The Witcher 3: Wild Hunt, Hair follicle, with strongest over-indexing on Kérastase (15.46× the country average). Demographically, the Wella audience skews more female with an average age of 36.4, and over-indexes on personality traits such as DIY Mentality, Creativity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Beauty & Wellness · Type: Brand · Subtype: Hair care
Demographics of Wella fans
| Metric | Value |
|---|---|
| Female | 76.1% |
| Male | 23.9% |
| Average age | 36.4 |
| Estimated audience size | 524,870 |
Audience persona
The typical Wella fan in Germany is more female, around 36.4 years old, with strong DIY Mentality tendencies and a notable affinity for Kérastase.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 117,472 | 1.02× |
| Bayern | 97,701 | 1.16× |
| Baden-Württemberg | 84,239 | 1.18× |
| Hessen | 65,796 | 1.65× |
| Niedersachsen | 49,711 | 0.98× |
| Rheinland-Pfalz | 33,404 | 1.27× |
| Berlin | 21,546 | 0.92× |
| Sachsen | 17,520 | 0.68× |
| Schleswig-Holstein | 14,941 | 0.79× |
| Brandenburg | 12,855 | 0.79× |
| Hamburg | 11,997 | 1.01× |
| Sachsen-Anhalt | 11,968 | 0.88× |
| Thüringen | 11,331 | 0.85× |
| Mecklenburg-Vorpommern | 7,700 | 0.77× |
| Saarland | 7,070 | 1.1× |
| Bremen | 4,342 | 0.97× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Kérastase | 15.46× | Beauty & Wellness |
| The Witcher 3: Wild Hunt | 12.33× | Games |
| Hair follicle | 8.7× | Beauty & Wellness |
| Perm (hairstyle) | 26.18× | Beauty & Wellness |
| Top Hair | 29.81× | Beauty & Wellness |
| Hair wax | 24.42× | Beauty & Wellness |
| Foundation (cosmetics) | 6.65× | Beauty & Wellness |
| Deichmann | 2.94× | Shopping |
| Rituals | 3.56× | Beauty & Wellness |
| Keratin | 6.43× | Beauty & Wellness |
| Che Guevara | 10.53× | Politics & Society |
| Redken | 11.32× | Beauty & Wellness |
| Comb | 22.62× | Beauty & Wellness |
| Permanent makeup | 4.56× | Beauty & Wellness |
| Rossmann | 2.43× | Shopping |
| Goldwell | 27.6× | Beauty & Wellness |
| Face powder | 5.05× | Beauty & Wellness |
| Gala | 2.23× | News |
| Hair coloring | 4.38× | Beauty & Wellness |
| Bonprix | 2.85× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 1.45 |
| Creativity | OPEN | 1.44 |
| Design Affinity | PREMIUM | 1.43 |
| Sustainability | BALANCE | 1.39 |
| Healthy Lifestyle | BALANCE | 1.35 |
| Quality Awareness | PREMIUM | 1.34 |
Worldwide distribution
| Country | Share |
|---|---|
| Brazil | 36.8% |
| United States | 18.1% |
| United Kingdom | 5.7% |
See Wella audiences in other countries
More Hair care audiences in Germany
- Kérastase (1,154,592)
- Redken (804,820)
- schwarzkopf (383,560)
- Aveda (339,546)
- Prose (304,207)
Frequently asked questions
How many fans does Wella have in Germany?
Wella has an estimated audience of 524,870 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Wella fans?
76.1% of Wella fans are female, 23.9% are male, with an average age of 36.4 years.
Which brands do Wella fans like most?
Wella fans show strongest brand affinity for Kérastase (15.46×), The Witcher 3: Wild Hunt (12.33×), and Hair follicle (8.7×) over the country average.
Where do Wella fans live in Germany?
Wella fans in Germany are most concentrated in Nordrhein-Westfalen (reach 117,472), Bayern (reach 97,701), and Baden-Württemberg (reach 84,239). These three regions account for the largest share of the active audience.
What other brands do Wella fans also like?
Beyond Wella itself, the audience over-indexes on The Witcher 3: Wild Hunt (12.33×), Hair follicle (8.7×), Perm (hairstyle) (26.18×), and Top Hair (29.81×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Wella. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.