Industry News

Goldwell's Campaign to Keep Color in Salons and Out of the Store

Stacey Soble | March 1, 2012 | 9:05 AM

Goldwell's Campaign to Keep Color in Salons and Out of the StoreA new, direct-to-consumer campaign hopes to drive new color clients into the salon by highlighting the advantages of professional, in-salon color services and the dangers and disadvantages of in-home box color. Launched by Goldwell, “You Can’t Get Supernatural from a Supermarket” is a multi-media campaign led by industry icon, Nick Arrojo.

“The campaign is partnering great visuals with some amazing phrases, such as ‘Show Stopping Blonde Doesn’t Start on the Shelf,’ and ‘Chocolate This Rich Doesn’t Come in a Box,’ that I think will resonate with the consumer,” says Arrojo. “We really need to get across our point of differentiation, and make the consumer aware that box color can’t fulfill everyone’s ambition or desire—that it’s not as simple as it appears. We need to educate the consumer that only the colorist can make the perfect recommendation for success.”

Rolling out in March, the campaign includes in-salon touch points, promotional materials, education, industry show and event activation and consumer advertising. Goldwell also will host a nationwide contest encouraging consumers to get their hair colored in Goldwell salons for a chance to win a year of free hairdressing.

“Our primary focus as a company is to increase business for our salon partners and the professional industry,” says Cory Couts, president and general manager of Kao USA Inc., Salon US. “This campaign gives our industry, our brand, and our salon partners, the showcase and voice they deserve.”

For more details visit

Goldwell's Campaign to Keep Color in Salons and Out of the Store

More from Industry News

Industry News Mannequin head from Kris Sorbie NYC
Industry News

Shaking Up The Mannequin Game

Maggie Mulhern | March 15, 2019

"I feel hairdressers don’t always appreciate esthetic when working with mannequin heads," says the iconic Kris Sorbie, famed colorist, stylist and artist. As the Global Artistic Director for Redken, Sorbie has handled many a "head" and decided a couple years ago that it was time to up the mannequin head game.

Industry News Sheila Zaricor-Wilson, president-elect of Intercoiffure America/Canada.
Industry News

Women in Leadership: Sheila Zaricor-Wilson

Michele Musgrove | February 27, 2019

As Intercoiffure prepares for its Spring Atelier, its president elect prepares to take charge. With our Women in Leadership series, we connect with Sheila Zaricor-Wilson, who shares her history, her thoughts and her goals for her tenure.

Industry News Karen Gordon, president of Cosmetologists Chicago, the organization that owns and operates America's Beauty Show.
Industry News

Women in Leadership: Karen Gordon

Michele Musgrove | February 27, 2019

As Cosmetologists Chicago prepares for America's Beauty Show in late March, our Women in Leadership series talks with the newest president of the association, Karen Gordon. In a candid interview, she shares her history, her thoughts and her goals for her tenure ahead.

Load More