Ch. 4 - The Marketing Environment

Goldwell produces desirable products for all women,but the true target market of Goldwell Elumen hair color is women ages 17-34 who are trendy and fashionable. Goodwell Elumen hair color is stunning fashion color that women seek to achieve. Elumen color system bring the fashionable trendy colors which allows a woman to obtain an abyss of grey and blue or the beautiful sombre of icey blue or fiery red .

As woman who belongs to the target market of Goldwell Elumen color system, I have found myself seeking salons which carry Goldwell Elumen color systems. I have also found numerous women even outside the target market range asking what hair color I use and where I get my hair colored. This is a signals that goldwell have achieved not only creating a quality item but also has marketed strategically. I seek the elumen color not only for the max pigment colors for bold playful looks but also for subtile tinting of colors for a more natural look.

Goldwell uses their color zoom completion to seek for the newest trends to create product which applies to the newest looks. With the development of this years emergence of the mermaid waves and coloring elumen coloring system shined its true graces because of the max pigmentation of the color. This idea of creating product for the consumer is highlighted in goldwells brand statement WE BELIEVE THAT ONLY TOGETHER WE CAN REACH NEW HEIGHTS BY ACHIEVING CREATIVE EXCELLENCE, OUTSTANDING CLIENT SATISFACTION AND SALON SUCCESS. WE DO MORE THAN JUST UNDERSTAND YOU. WE THINK LIKE YOU.

Ch. 3 - Ethics & Social Responsibility

Do you achieve your BEAUTY from HARMING? 

"Ethical" beauty what is that? Goldwell hair products have found a way to build an ethical company with its choice of developing their products cruelty free. Cruelty free is a campaign that started with the animal rights movement. The idea of cruelty free is to endorse products, which don't harm or kill animals. Beauty products would get tested on animals for allergic reactions. Unlike other beauty companies Goldwell uses other systems to protect the animal kingdom from the harm of these test.  Goldwell rid of animal testing practices in the 1980s years prior to the ban of animal testing in its home country of Germany.

Animal Testing was banned in the European Union in March 2013.

Ch. 2 - Strategic Planning for Competitive Advantage

Why should a salon choose Goldwell over any other competing hair color line? What drives a consumer to seek out a Goldwell affiliated salon when they are ready for a change? Goldwell has managed to maintain their high reputation with consumers and service providers around the world since 1948. Like Fashion, Hair color has trends that are constantly changing and Goldwell has managed to keep up with the trend as well as setting them.

From a professional standpoint, Goldwell has made it very easy for stylists to use and understand their products by way of intense education. Goldwell provides not only in-salon classes but classes at their very own Academies. Professionals from around the world are invited to the various academies for classes that range from hair color to business marketing. The most recent addition to their education presence is the Goldwell Academy in Manhattan’s chic, Meat Packing District.

Within the beauty industry contests and expos have always been a great way for stylists and product lines to showcase their work and Goldwell is no stranger to this feature. Every year Goldwell grants stylists the opportunity to enter Color Zoom. Color Zoom is a brand-based competition that gives stylists the chance to present their creative colors and styles using Goldwell products and to compete with their international counterparts. These competitions in turn help Goldwell design new products and color shades to fit the needs of stylists in today’s world.

“You can’t get Supernatural from a Supermarket!” This has been Goldwell’s campaign to further consumer’s loyalty not only to the brand but also to salon professionals affiliated with the brand. Being a professional product company Goldwell only distributes to salons and professional retailers. This has managed to keep their name and brand quality at its high, inclining salons to use Goldwell and persuading consumers to seek a Goldwell affiliated salon.

Providing quality products has always been Goldwell’s claim to fame. Their color has proven countless times that it is vibrant, reliable, and revolutionary. Their products have been infused with various technologies that will not only give the client a beautiful result but also a healthy regimen rather than their counterparts who simply want to achieve the look. Simplifying their brand has shown consumers how important they are to Goldwell. One way in which Goldwell does this is by infusing all non-color products with color-safe ingredients as well as color-enhancing ones. Goldwell has everything from hair color to hairspray, all working in together to provide the consumer and stylist with a beautiful, Masterpiece.

You Can’t Get Supernatural from a Supermarket Campaign

Ch. 1-Overview of Marketing (Brief History and Mission Statement)

Is your hair a stylist’s walking masterpiece?  Does you hair color have an innovative and creative history? Goldwell hair products began in 1920 by Hans Erich Dotter. Hans Dotter had the idea of building a business while rebuilding the sense of beauty.  Hans wanted to work most closely with the people who instill beauty, which he identified as hairdressers.  With a breakthrough product the cold perm in 1948 Hans began to innovate within the hair industry. With the revolution of hair Goldwell expanded into the hair color market in 1978.  Still carrying their innovative technique Goldwell in 2001 released their ELUMEN hair color line after seven years of development. Elumen is a physical hair color rather than a chemical hair color. Following the similar ideas of Hans Erich Dotter Goldwell rebranded in 2014 with ideals “We embrace your passion for beautiful hair. We believe that only together we can reach new heights by achieving creative excellence, outstanding client satisfaction and salon success.  We do more than just understand you. We think like you. We think stylist”.