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| Nicole Richie's lavender hair |
Consumer who would choose Goldwell Elumen hair color are women who are seeking to keep their healthy locks but changing their look or covering those pesky grays. The woman seeking a Goldwell color salon wants to keep her appearance up or keep her hair looking healthy and trendy. Women tend to change their hair color with the season or when new hair trends come out. These trends typically stem from celebrities or socialites.
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| Kim Kardashians beautiful balayage highlights |
After a consumer identifies the want for hair color change the mind begins to seek information. The woman may internally seek information, by remembering her experience with other Goldwell products. The woman may also seek information externally from people she comes in contact with like her family who has colored hair or her local colorist who would recommend Goldwell hair color because of the great quality or variety of color options . Women choose to buy Goldwell color service to achieve a quality color service. Goldwell sways the consumer to obtain professional coloring rather than an at home coloring with ad campaigns that the price you pay for your color will reflect in the rich natural healthy look of your hair after the coloring.
