“You Can’t Get Supernatural from a Supermarket” is Goldwell’s recently launched direct-to-consumer marketing campaign, and it shines a light on the advantages of professional, in-salon color services over at-home box color.

The campaign, which is spearheaded by Goldwell Ambassador Nick Arrojo and his team at New York City’s Arrojo Studio, empowers salon professionals to personalize the service from the subtlest tweaking to the most dramatic transformation.

To resonate the “don’t try this at home” message, MODERN invited the Arrojo/Goldwell power duo to create three impactful fi nishes to champion the messages of “show-stopping blonde doesn’t start on the shelf,” “chocolate this rich doesn’t come in a box,” and “you can’t match red this fi ery at home.”

“Since our most recent recession, clients have stretched appointments or, even worse, started doing less-than-professional methods to color their hair,” says James Edick, head of education at Arrojo Academy. “It’s not just the color formulation, but it’s the application that makes the difference.”

Hair color: James Edick
Cut: Lina Arrojo, master stylist, creative director
Photography: Roberto Ligresti
Make-up: David Maderich for mistermakeup.com
Fashion styling: Tina Lenoble

Related How to:

Show-Stopping Blonde