The 2013 ‘Put Yourself in the Hands of a Goldwell Color Expert’ initiative begins in April and is the fifth such initiative from the brand aimed at supporting professional salons and stylists, writes Jenni Dawes.
As the only professional hair colour brand that has consistently invested in consumer media for the last five years, Goldwell is again reinstating its support of the industry and the recognition of the many skills within it. Its all about highlighting the strength and value of colourist expertise and professionalism.
Indeed, as any pro knows, freestyling it with a supermarket box colour can be a disaster for consumers, calling for hours and endless dollars racked up on correction. Even at best, DIY colour can’t match the customized nuances, careful placement and craftsmanship that comes with a professional’s eye. Through four inspirational images that represent the high quality, beautiful colour that only results from a professional in-salon colour service, the campaign will depict the skilled hands of Goldwell colourists as they finesse their client’s colour and ultimate style. The images are:
Blonde: Behind every believable blonde is and unbelievably talented colourist
Brunette: Color this rich didn’t take 2 hours, it took years of experience
Red Head: Anyone can go red. It takes an expert to set the world on fire.
Creative Color: It takes an artist to create a work of art.
The target is to remind and re-educate consumers that their hair colour is a statement and accessory that demands and deserves professional expertise.
Promoted to consumers through a national advertising programme, including outdoor displays, pages in key titles such as InStyle, Harpers Bazaar and Vogue as well as in social media and online through the Yahoo!7 stable of sites, the campaign is estimated to reach more than two million consumers.
The campaign will also be supported through a video, viewable on the Goldwell Australia Facebook page – http://www.facebook.com/GoldwellAustralia – from April 8.
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