Sharper Image

With a legacy including iconic products and artists, Goldwell takes a moment to freshen up.

For its rebranding initiative this fall, Goldwell looked to the needs and requests of its network of stylists, and underwent a makeover for a more contemporary, bold and confident look that remains true to its roots. The rebranding includes a striking new visual campaign that unifies all the products and programs with a consistent and iconic look and feel; an inspirational logo and creative imagery featuring stylists’ quotes; and customized services to ramp up salon business. For Goldwell salon partners, the rebranding also offers holistic, service-oriented collections that target salon growth, and both client and stylist needs. “Simply put, this was just the right time in the lifecycle of the brand to evolve the image,” said John Moroney, vice president and global creative director of Kao Salon Division. Goldwell’s philosophy, “We Think Stylist,” affirms that the company makes decisions based on the stylist’s point of view, and they didn’t want to stray far from this focus. “The new design is giving our stylists an image that can help drive their creativity while at the same time, giving their salons a whole new look to grow their business, especially since this is what salons have told us they want to do better—inspire their clients,” said Moroney. “It isn’t about trying to sell more haircolor or shampoo; it’s about providing the services, programs and innovations to salons to help them become successful,” said Moroney. ✂ —Desiree Cole

Goldwell’s rebranding includes new creative imagery for salons, designed to spark inspiration in both clients and stylists. Stylists’ quotes will be displayed across model images, like the ones seen here, to enhance Goldwell’s philosophy, “We Think Stylist.”


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