13 April 2024

Goldwell’s Brilliant Consumer Marketing Campaign

It’s the campaign that every copywriter or advertising agency dreams of coming up with, and it belongs the Goldwell® hair care professionals.

It’s their You Can’t Get Supernatural from a Supermarket campaign, a direct-to-consumer marketing campaign to convince consumers of the added value offered by professional, in-salon hair color services over DIY boxed hair color. Spearheaded by hairdressing icon Nick Arrojo, the campaign aims to establish Goldwell® as the preferred professional hair color while raising awareness about the difference hairdressers make while serving their clients.

Images are stunning, the rhythm is marked, and the slogans are snappy, like “Show-Stopping Blonde Doesn’t Start on the Shelf,” “Chocolate This Rich Doesn’t Come in a Box” and “You Can’t Match Reds This Fiery At Home.” What better way to convince consumers that Goldwell® professional color services make a world of difference. 

And to drive the point home, Goldwell® hair care professionals have planned a complete set of in-salon and other support initiatives for You Can’t Get Supernatural from a Supermarket and a nationwide contest encouraging consumers to get their hair colored in Goldwell salons in order to enter for a chance to win a year of free hair color.  

 “Our primary focus as a company is to increase business for our salon partners and the professional industry. Educating potential salon color clients through this innovative campaign is just one more way to do just that.” says Cory Couts,  President & General Manager, Kao USA Inc., Salon US.  And do it brilliantly!

For more information, visit goldwellsalons.com


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