Goldwell's newest campaign, "You Can't Get Supernatural from a Supermarket," is designed to raise consumer awareness of all of the advantages of the professional, in-salon hair color service vs. at-home box color. In addition to a photo shoot in the April issue of MODERN SALON showcasing the perks of professional color, and a look at the campaign on the upcoming episode of MODERN SALON TV, we also caught up with Goldwell's Vice President of Education John Moroney, who also has more than 20 years of experience working as a salon professional, who said the campaign really strikes at the core of the industry—getting clients, and dollars, back into the salon.
"This campaign isn't about home hair color is bad, and salon color is good—most know that the quality of professional color is superior," Moroney says. "More importantly, it's about the damage from home color that takes place during the application through overlapping colors. Clients think they're saving a couple of dollars by coloring their hair at home. But, as one of our guest artists Jesse Marcks says, what a client spends to have her home color disaster corrected is the same amount of money she would spend on eight months worth of professional color services!"
Through this multi-media campaign platform, Goldwell hair care experts will demonstrate the importance of quality professional color service, while addressing the many inconveniences and disavantages of box hair color. With gorgeous visuals and headlines including: "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," the campaign will reinforce the message that these results cannot be achieved at home.
"The most exciting thing about this launch is that it's the campaign that allows the consumer to know we're out there, we're the authority and we're here to help," Moroney says. "Don't let a home color disaster happen to you—call a hairdresser!"
Check out the below video to watch the full interview with Moroney—and, learn why he always used to get kicked out of drugstores and grocery stores for loitering!!
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