A 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-northamerica.com.