Goldwell unveils Transformania in Berlin: a cutting-edge social media upskilling event for the brand’s global community of color professionals.
Goldwell, a worldwide leader in professional hair color, hosted its social media upskilling event, Transformania, in the heart of Berlin, Germany, from October 29 to 30, 2024. The brand’s first ever two-day social media event was dedicated to enhancing the digital and social media skills of its global community of hairdresser influencers. Set against the backdrop of the industrial-style and grid-worthy venue “Quantum Oddity Gallery”, attending stylist creators experienced an unparalleled world where they were motivated and empowered to upskill their social media knowledge by industry experts and visionary speakers, immersing in branded experience areas with stunning décor and a special social salon for Goldwell’s favorite color brands Topchic including Topchic Zero, Elumen, and Colorance including Light Dimensions. Estetica was there to tell you everything firsthand!
Two days packed with digital mastery, creativity and networking
The two days offered plenty of networking opportunities to connect with the fellow stylist creators, other creative professionals and thought leaders within the social media and hairdressing industry.
Day 1 focused on Social Media knowledge and upskilling with keynote speakers, guiding the audience through content creation, storytelling, personal branding as well as Social Media platform strategies and insights. Also, the important topic of mental health was covered, leaving the audience equipped to strengthen their social media presence.
Day 2 was all about Content Creation in action and the event turned hands-on when the stylist creators teamed up in “tag-teams” to transform models’ hair, creating a stunning color makeover based on the current color trends on social media. Of course, every step of this transformation was captured into engaging content for the Social Media platforms – high-quality owned as well as organically generated earned Content.
Transformania Highlights
The first day was packed with keynote sessions hosted by industry experts, across the professional hair care industry and social media, highlighting the power of digital upskilling as well as the importance of enhancing reach and relevance in today’s competitive social media landscape.
The Power of Storytelling and Personal Branding – with Jacob Khan // As a leading influencer in the beauty industry and an expert in digital content creation, Jacob Khan led an interactive workshop on how to create viral hair content, leveraging humor, authenticity and creativity to captivate the audience.
Insights and strategies to leverage your Social Media presence – with Carsta Maria Müller // With over 14 years of experience in the social media world, Carsta Maria Müller walked attendees through leveraging social media for growth and client expansion, advertising and promotional salon strategies and how to utilize analytics and insights to enhance social media presence.
Maintaining a Healthy Relationship with Social Media – with Pauline Stockmann // As a clinical psychologist that is dedicated to promoting mental health awareness, Pauline Stockmann conducted a deep dive into maintaining mental wellness in the fast-paced world of social media, offering tips on content curation that aligns with personal values and professional goals.
Future Trends in Social Media for Hairdressers – with Ben Lifton // Ben is a highly experienced Global Education Consultant with over six years of international expertise in the hair and beauty industry. Known for his mastery in creating visually stunning digital narratives, Ben hosted a session on how to develop cohesive brand stories and optimize social media platforms for maximum engagement.
Focus on Content Creation through Collaboration
- Live Hair Transformations: The stylist creators partnered with each other for live and stunning color transformations on models’ hair, creating instagrammeable color makeovers. Capturing every step of the process and turning the stylists’ work into engaging content for their Social Media platforms. The transformations showcased the latest color trends and techniques using Goldwell’s color brands Topchic, Elumen and Colorance – all captured for use on social media.
- Hands-on Workshop: Attendees participated in various workshops including creating easy looks with Goldwell products, generating engaging content with models in different experience areas and having a personalized feedback session.
- Branded Interactive Zones: The venue was divided into branded zones, including a Digital Content Creation Lab, Social Media Photo Studio, and hands-on product stations. These immersive brand areas allowed participants to explore Goldwell’s professional color offerings while creating their own content on the spot.
- Community Building: While attending Transformania, attendees were welcomed into the Goldwell community and encouraged to network among fellow stylist creators and expert speakers, increasing the online community of followers on Goldwell’s social media channels.
Transformania proved to be a groundbreaking experience for Goldwell’s talented color community, beautifully blending color artistry, content creation, and digital upskilling in a relaxed networking atmosphere. Participants included most members of the global Color Collective, Goldwell’s community of talented and digital-savvy color professionals, welcoming new members form Asia, UAE and Poland, and also, members of local stylist communities. An impressive lineup of hair artists, including Stacey Smoker (USA), Jools Purchase (Australia) Emma Fowler (UK), Martin Dürrenmatt (Switzerland), Astrid Gaye (Germany), Ethan King (USA), Sarah Carroll (USA), Kylie Bussing (USA), Ashley Hood (Canada), Jannicke Maloya (Norway), Leo Byrne (Canada), Tony Norraphon (Switzerland), Terry Yeung (Hong Kong), Kent Yeh (Hong Kong), Rayan El Khabbaz (Bahrain), Fifi Hairstylist (Dubai), Shane Aherne (UK), Zoe O’Day (USA), Salomé De Wet (South Africa), and Amanda Magistro (New Zealand).
Participants left the event equipped with the knowledge, skills, and confidence to enhance their digital presence, further solidifying their positions as experts in the global hair color community. “I was so excited to be inspired by my incredible fellow stylist creators from all over the world. The speaker sessions were eye-opening, and I had so much fun creating the most amazing content in this beautiful location,” says Goldwell Color Collective member Stacey Smoker (USA).