Where to find Goldwell
Goldwell Elumen is found in numerous professional hair salons, an ordinary consumer cannot buy goldwell in a retail store. Goldwell Elumen hair color does not have its own store other than online where salons can join Goldwell's salon alliance where the salon gets incentives for the amount of purchases made within a quarter, using authorized distributors. Goldwell's a dual distribution marketing channel. Goldwell not only is a direct marketing channel but also an industrial distributor channel.
Goldwell has selective distribution where salon distributors are chosen specificly to make their products more exclusive. Unlike other hair dyes which can be found in your neighborhood Walgreens or ultra beauty. An example of a selected distributor is Symbotic Salon Systems, Symbotic is one of the north east distributors for Goldwell. Symbotic and Goldwell have a cooperative relationship but also so does Symbotic and the salons they supply to. Symbotic consultants work alongside with salons planning for the items which would work best in their salon. Symbotic also brings salons and the product company together by arranging in salon demonstrations by product educational representatives.
Goldwell has selective distribution where salon distributors are chosen specificly to make their products more exclusive. Unlike other hair dyes which can be found in your neighborhood Walgreens or ultra beauty. An example of a selected distributor is Symbotic Salon Systems, Symbotic is one of the north east distributors for Goldwell. Symbotic and Goldwell have a cooperative relationship but also so does Symbotic and the salons they supply to. Symbotic consultants work alongside with salons planning for the items which would work best in their salon. Symbotic also brings salons and the product company together by arranging in salon demonstrations by product educational representatives.
Goldwell follows retailing mix to attract their target market in the salon industry.
Product: Goldwell offers an extensive assortment of products which stratify the needs of any full service hair salon. Goldwell offers shampoos and conditioners to hair spray and heat protectors to hair dyes in all colors.
Promotion: Goldwell during their recent opening of their NYC academy invited well known industry professional to their opening event, this caused for their opening to be featured in numerous industry magazines.
Price: Goldwell products are normally found on the higher end product pricing in its market. Even though the products maybe expensive the price is compensated with the quality of the products.
Presentation: Goldwell when featured as the hair color of the salon is displayed in a wall unit which holds each individual canister in an organized and clean fashion. Goldwell also provides salons with pop out color swatch book which allows hair colorist to show clients how colors would look against their skin tones.
Product: Goldwell offers an extensive assortment of products which stratify the needs of any full service hair salon. Goldwell offers shampoos and conditioners to hair spray and heat protectors to hair dyes in all colors.
Promotion: Goldwell during their recent opening of their NYC academy invited well known industry professional to their opening event, this caused for their opening to be featured in numerous industry magazines.
Price: Goldwell products are normally found on the higher end product pricing in its market. Even though the products maybe expensive the price is compensated with the quality of the products.
Presentation: Goldwell when featured as the hair color of the salon is displayed in a wall unit which holds each individual canister in an organized and clean fashion. Goldwell also provides salons with pop out color swatch book which allows hair colorist to show clients how colors would look against their skin tones.
Personnel: Colorist who preform color services on clients using Goldwell products are typically educated with Goldwell products and understand specific techniques which work best with Goldwell coloring systems.