Goldwell
The perfect balance
Feel and see
DUALSENSES, the new professional basic care line under the Goldwell umbrella brand, was going to use a “feel & see” concept: visibly beautiful hair combined with a natural and healthy feeling – while supplementing the products offered by Goldwell in the premium segment. The mission was to bring the multisensorial nature of “feel & see” to life, and find the perfect balance between the product's professional origins and its easy-to-use approach.
Low key, high impact
Dragon Rouge took the “iPod for hair cosmetics” as its big idea, combining beautiful simplicity with maximum functionality. We developed a low-key but high-impact design concept through usage of the “new” modern colours: only two per pack: white and a strong product colour. It was deliberately low on effects, and basic in shape compared to Goldwell premium ranges, with the square/rectangle inspired from the umbrella brand as the only graphic/ communicative element. The result is highly distinctive and sensual.
The grass is greener
Dragon Rouge also developed designs for a new organic line of hair care within the Goldwell “DUALSENSES” range: “DUALSENSES GREEN”, a professional green haircare line that delivers healthy hair with a natural shine and touch instantly and easily – while doing something good based on the key needs and expectations set by sustainability and simplicity consumer groups such as LOHAS, BoBos and LOVOS. The design concept finds a careful balance between two poles: it is part of the “DUALSENSES” family, but clearly showing a new green segment for a specific target group with high-level design and product expectations, marked by the blade of grass as its key visual and differentiator.
Testimonial
“We were looking for a strategic/creative partner for ‘dualsenses’, our new, exclusive salon hair-care line, a partner who: on the one hand understands Goldwell, our exclusive hair-stylist umbrella brand, and our partners, the hair stylists themselves, and on the other, is capable of creating a design that delights end consumers at the salon too while transporting the concept of ‘instantly visible and feelable professional performance’. We were absolutely enthusiastic when Dragon Rouge presented us with their puristic yet extremely eye-catching design proposals and strategic conceptual consulting. As for the design: It was able to be successfully transposed onto other sublines specific to certain target groups, such as ‘Goldwell dualsenses green’ and ‘Goldwell dualsenses FOR MEN’.”
Nicole Wolf, Group Brand Manager Kao Professional Services, Germany