MENU
SEARCHA 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.
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.
The BBR Beauty Show featured a prominent speaker lineup including Lacy Redway, Karrueche Tran, Danessa Myricks, Chelley B., Sabrina Elba, Jessica Harris-Dupart, and more.
The Professional Beauty Association and Pivot Point team up to develop an ongoing study that measures the confidence of salon owners, stylists, school owners, and students.
This shared recognition celebrates the strength of industry collaboration in advancing professional mobility.
In Dubai, a salon visit isn’t an appointment. It’s a weekly routine, and clients can spend $800 to $1,400 a month on it, according to Gaurav Tripathi of MADI International. On October 6-8, 2026, the market behind those numbers opens its doors as Beautyworld Dubai marks its 30th edition at the Dubai World Trade Centre, bringing together distributors, brands, stylists and salon owners from all over the world.
Sponsored by BeautyWorld Dubai
The Good Patch is a leading wearable wellness patch brand, offering wellness and skincare patches that support everyday needs including energy, sleep, relaxation and more.
Four publications for beauty industry professionals to enhance their leadership skills, financial awareness, professional growth, and joy!
Ulta Beauty has announced its partnership with Black Beauty Roster to launch the pilot of All Textures Certification (ATC). The new program is aimed at addressing gaps in education within the beauty industry and raising the level of skills and guest satisfaction for all.
Mireya Villarreal, founder of From Chair to Boss™, is bringing together beauty industry leaders for a new one-day educational event designed to help salon professionals strengthen the business side of their careers. From Chair to Boss Live! will take place September 28 at the Hilton Oak Brook Hills Resort & Conference Center in Oak Brook, Illinois.
Salon owner, tech founder, and educator Universe Walker will bring her signature workshop, The Art of Dry Cutting, to Brooklyn on July 20, offering stylists a chance to deepen their understanding of shape, movement, texture, and dry cutting.
As part of our ongoing commitment to sharing resources that help beauty professionals stay informed, we thought it was worth introducing our audience to The Chatter and the unique perspective it brings to industry conversations.
Celebrating 60 years in haircare, Dippity-Do is honoring its styling heritage with its Girls with Curls collection, a reimagined Light Hold Gelée inspired by the brand's original 1965 styling gel.
Covet & Mane has expanded its Pro Color System with the launch of Color Boost Drops, completing what the company says is the first professional color system engineered specifically for hair extensions.
The 2026 Beauty Changes Lives Legacy Award has been awarded to Sam Villa for his trailblazing contribution, advocacy and mentorship that has profoundly transformed and elevated the professional beauty industry.
CND is relaunching its SHELLAC system with a new CND Visible Light Lamp, updated packaging, and an expanded shade offering.
Curl Cult founder Janine Jarman, a hairstylist, salon owner, educator, and product creator, is opening a community investment round that gives hairdressers and clients the opportunity to own a stake in the company they helped grow.
The night honored the artists and collections shaping the future of professional beauty during PBA NAHA 2026.
The ultra-lightweight, handle-free dryer is designed to reduce wrist strain while delivering powerful performance behind the chair.
