Stylists and supporting the salon business have been Goldwell’s top priority for almost 75 years. The brand’s hobbyhorse is innovative, high-performance hair color with unique, patented technology. Hairdressers love Goldwell products and color services because they stand for unlimited possibilities. Creativity, passion and a love of the craft is what drives the industry and the Goldwell community.
However, these emotional values are not reflected in the global team’s marketing materials. The product-heavy communication during the pandemic and the local community’s growing dissatisfaction with having to have creativity and trends dictated by successful global artists gave rise to an idea: what if we involved our community and let them develop their own creative collection? An unprecedented opportunity for stylists to leave the daily salon routine behind and let their creativity run wild.
Creative diversity in the art of hairdressing: How two teams developed trendy looks and styles with the Goldwell community
We invited a colorful mix of hairdressers to be part of two creative teams who had to translate a trend into four looks and eight styles in just a few days.
JUNGMUT developed emotionally charged social media content that gave the hungry Goldwell community exactly what it needed: Closeness, creativity & relevance. Stylists and the craft are the focus of communication. The integration and promotion of products is not bold, but native.
Not only are selected hairdressers integrated, but the extended digital community is also allowed to participate in the process/co-decide in order to guarantee a campaign with maximum engagement.
The resulting content was not only played on the brand channels, but also shared with the participating artists and crew members in elaborate sharing packages to further increase the involvement and reach of the campaign.
Kontakt
Are you looking for creativity?
Let us advise you
