A market research blog by Blair Hoyte

Friday, May 8, 2015

Ch. 7 - Business Marketing

Business Marketing is an essential component of Goldwell's revenue. Goldwell products as mentioned are sold to professionals within the hair industry. Around the world salon professionals are buying and using Goldwell Products in there services offered.

Goldwell has formed a strategic partnership with Kao along shared values of salon exclusivity and Kao as the Salon Distributor for Goldwell.  This year Goldwell has formed strategic alliance with Orbie in the United States.  According to Goodwill's press release "By combining the vast reach of each brand’s individual salon networks and cutting-edge professional education and support initiatives, this groundbreaking partnership will unlock powerful business and artistic opportunities for salons. Oribe Hair Care and Goldwell share a forward-thinking philosophy that puts stylists and salon professionals at the center of every decision; now, each brand will have an even bigger platform from which to bring innovation to the high-end segment of hair care experts and salon clients that they service." 

Sunday, May 3, 2015

Ch. 11- Developing and Managing Products

Goldwell when developing new products listens to consumers during research of new products necessary.  Goldwell not only seeks it's business consumers on what is necessary.  Goldwell when developing products likes to satisfy the need and want of consumers while maintaining its brand. Goldwell being a high end hair product brand makes it products nothing less than high end.

Monday, April 27, 2015

Ch. 8 - Segmenting and Targeting Markets

Goldwell is currently practicing market segmentation with it older consumers. Goldwell this year introduced its Elumentated Naturals this year in response to the aging population. Goldwell identified that women who are aging, begin to see grey hairs, as colorist grey coverage is becoming a popular service and with matching their mission listening to stylist alike they introduced this product.




According to 2014 Professional Salon Industry Haircare Study from Professional Consultants & Resources Haircoloring services are up nearly 4%, due to a graying population and huge new demands for fashion haircolor, including blonding, highlights, duo-lights, balayage, ombré/sombre, vibrants/vivids and pastels.

Tuesday, April 21, 2015

Ch. 15- Marketing Communications




Awareness: Goldwell when bringing awareness to their products. Advertises to the masses through advertisements in magazines and other media outlets. Goldwell advertisements 


Interest: Goldwell's HAIR PLAY The Tour Collective color and styling showcase is an highly anticipated evening of fashion and professional education, Goldwell’s Artistic Team, special guests Nick Arrojo and the Arrojo Studio Team, revealed the latest in hair trends, inspirations, and techniques. Arrojo used the latest of products to exhibit them to hairstylist in the NYC area. 


Desire: Goldwell makes their products more desirable than others by showing the versatility in their products. Goldwell not only makes hair color but makes specialized shampoo for colors to make them stay nice and vibrant for longer.

Action: Goldwell sales increase due to continuos advertising.






Monday, April 13, 2015

Ch. 10 - Product Concepts

Goldwell has both tangible and intangible products in their product mix. Goldwell not only offers hair products but also educational services for salons and stylist as previously mentioned in thru their academies around the world. Goldwell products are for professional use being sold only to salons stylist and licensed distributors. Goldwell has a large product mix including shampoos conditioners smoothing systems perms hair color and styling products. Goldwell has extended its elumen product line in 2015 with elumenated naturals collection which is targeted towards the aging population for grey services.

All Goldwell Hair colors can be found in the typical tube like other hair dyes but also in Goldwells patented depot canister technology. All Goldwell products are marked with the common red square which is in the Goldwell logo. Goldwell products are not branded or packaged different in various countries. 

Tuesday, March 31, 2015

Ch. 17 - Personal Selling and Sales Management

Goldwell exemplifies relationship selling with their salon personnel and clients in Goldwell salons. Relationship selling is a sales practice which builds maintain and enhances interaction with customers to develop long term satisfaction. Goldwell accomplishes this process by giving specific educational seminar to salon personnel in all aspects from displaying retail items to application of hair products. Like I have said in a previous blog post the seminars are low cost to salon personnel if they are salon alliance members.  Attending these seminars salon personnel also become certified in different categories which will appeal to salon clients.  


Goldwell retains loyal salons as customers but also retains loyal color clients as customers as well. Goldwell has done this by creating a new color segment line which are for women who have been using their products but are now aging and have a want to cover their new grays. This allows women to continue using their normal well known product which they have been using all along.

Tuesday, March 17, 2015

Ch. 16 - Advertising, Public Relations and Sales Promotion

Goldwell has annual advertising campaigns for their hair color lines. Goldwell’s famous campaign was “You can’t get supernatural From a Supermarket”. This ad campaign was targeting hair color systems which are sold in supermarkets and drug stores. Goldwell’s objective with these ads to push consumers from a home color system where you won’t get the results you would if you go into a professional hair salon.Goldwell has seen a rise in professional coloring by 4 percent. The increase in professional coloring is found due to the increase in the aging population and the trend of fashion color.  Goldwell within their supernatural campaign in Australia used a video which looked like a crime scene to make consumers feel like home coloring was deadly and said don’t be a victim of home hair color and trust the color experts. 






Goldwell has not ignored the aging population with their grey to gorgeous campaign. This campaigns objective is to catch the attention of both aging men and women to color their grey. Either to camouflage the grays or to fully cover the grey.

Goldwell participates in a trade sales promotion with hair salons and independent cosmetologist who purchase products through authorized dealers. Stylist and salons are granted acess to in salon demonstrations of new product techniques and services. Salons also have ability to discounted rates at goldwell academies.