Goldwell's Campaign to Keep Color in Salons and Out of the Store

By Stacey Soble | 03/01/2012 9:58:00 AM


A new, direct-to-consumer campaign hopes to drive new color clients into the salon by highlighting the advantages of professional, in-salon color services and the dangers and disadvantages of in-home box color. Launched by Goldwell, “You Can’t Get Supernatural from a Supermarket” is a multi-media campaign led by industry icon, Nick Arrojo.

“The campaign is partnering great visuals with some amazing phrases, such as ‘Show Stopping Blonde Doesn’t Start on the Shelf,’ and ‘Chocolate This Rich Doesn’t Come in a Box,’ that I think will resonate with the consumer,” says Arrojo. “We really need to get across our point of differentiation, and make the consumer aware that box color can’t fulfill everyone’s ambition or desire—that it’s not as simple as it appears. We need to educate the consumer that only the colorist can make the perfect recommendation for success.”

Rolling out in March, the campaign includes in-salon touch points, promotional materials, education, industry show and event activation and consumer advertising. Goldwell also will host a nationwide contest encouraging consumers to get their hair colored in Goldwell salons for a chance to win a year of free hairdressing.

“Our primary focus as a company is to increase business for our salon partners and the professional industry,” says Cory Couts, president and general manager of Kao USA Inc., Salon US. “This campaign gives our industry, our brand, and our salon partners, the showcase and voice they deserve.”

For more details visit







Stacey Soble Stacey Soble, Editor in Chief of Salon Today

Stacey has been involved in the conversation of salon business for 14 years—as a reporter, a consultant and as the Editor in Chief of SALON TODAY.

Read Stacey Soble's Blogs You can e-mail Stacey at


Comments (2) Leave a comment 

e-Mail (required)


characters left

Ian Gavet    
Report Abuse
San Francisco  |  March, 01, 2012 at 10:11 PM

Please explain then, the ad by John Frieda to 'CHEAT ON YOUR STYLIST' with Freida's foam OTC hair color? John Frieda is owned by Kao Groud of Japan who also own Goldwell and KMS...

Cory Couts    
Venice  |  March, 07, 2012 at 12:45 PM

Hi Ian. Good question. Kao Group owns many different brands in many industries and each brand markets independently. We have no control over the other brands' marketing and, as you can see from above, they clearly have no control over ours. Goldwell and KMS, like the brand you represent, are salon-only and always will be. Shoot me a message on FB if you want to chat.