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.

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.

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.