Goldwell Campaign --- Hair Research

The Goldwell campaign is moving along swiftly and the team has come together well, each with our own individual tasks to complete. I am concentrating on finalising the ideas for the Hair of both the male and female model. Below I've detailed the reasons for these ideas.

With regards to the hair, we wanted this to be more than just a reaction to spring summer 2011, and a continuation of the idea that our characters, swap and change their styles. Our characters are known to blend there genders with all aspects of their styling and their hair is no exception.

2011 runways saw a continuation of androgyny. And the female models hair was often fashioned into masculine looks

We decided that ‘women who portray masculinity’ has already been showcased in a multitude of ways. We wanted to try it the other way, for the male. But the look is less about ‘gender bending’ and more about a man who is comfortable in his own skin and sexuality, who both inspires and takes inspiration from, his partner. They are a couple who’s relationship, interests and careers co-exist side by side, as opposed to the typical masculine/feminine roles.

We are therefore focusing on hair trends for the male that cross over both genders. The male character, will take the sleeker route, often typically adorned by the female. His hair will be poker straight, high gloss locks. The high gloss effect was achieved with Goldwell’s Brilliance Shine Spray products and Firm Hold hair spray. The woman's is influenced by the current trend of the 70's blowdry.