Briefing at Goldwell HQ

This morning we had the a presentation at The Goldwell Academy on Sackville Street in Green Park. We were given an outline of the company's history and values by  Michelle Cox- Brand Marketing Manager for Goldwell.

Key points I took from the presentation were the companies main claim "Dedicated to Colour Perfection"  --- which they achieve by the use of

• Product Initiatives
• Ongoing Education (within the academy and its salons) 
• Icons (Brand Ambassadors) 
• Events such as Colour Zoom - the worldwide hair colourist competition.

Their Philosophy is "People don't buy brands, they join them"

 Afterwards, we were introduced to the 'Play It Strong' theme by William Wilson - the Head of Technical and Creative Direction at Goldwell. 

William showed us the new video that showcases the new trends coming through in 2011. We were seeing this even before it went live to industry as the outline for the year, as that will happen on Monday. 

The Video highlighted  a lot of trends that Goldwell deemed key and influential for 2011. The main theme running through was one of:

•  a chess game 
• The colours black/white/red (Good news as we favoured these colours in our initial Pink Group brain storm)
• Strong, independant yet playful characters. 
• The girls were often boysish, whilst still retaining their femininity
• The focus was on hair, but all aspects of the image (styling, makeup, model, photogrpahy) were now being considered - this is fairly new for Goldwell as a company
• Focusing specifically on Hair colours, Blackened tones were prominent.

A name that keeps being repeated over and over is GEORGE LAMB, who seems to have done the impossible and made grey cool :) We will try to not imitate this, but to be inspired to create the NEXT influence and be trend setters rather than followers.