Trendline Provides “Any Style You Want”

Goldwell usa, one of the leading companies in the professional salon hair color market, has launched a new line of styling products—Trendline—for use by both the professional hair stylist and the end consumer. Trendline consists of 10 new products that fall into one of three categories—normal, strong and extreme. In the normal category there is a volume mousse and a gel wax; in the strong category there is a styling gel, finish spray aerosol, finish spray non-aerosol and liquid gel and in the extreme category there is shine wax, shine spray, jelly mousse and straightener. These categorizations do not define the “hold” of the products, stresses Niall MacDhubhain, director of marketing; they define the experience “Any style you want—go normal…be strong get extreme.”

Styling Made Simple

According to Goldwell executives, retail hair care product sales have flattened as growth has slowed from the mid-90s. “People want convenience and flexibility in hairstyles today, while still being in fashion. Consumers and hair stylists are demanding products that can transform hairstyles from day to evening. Technology and innovative new products within this category, such as Trendline, that can meet the stylist’s needs will continue to be successful,” said Mr. MacDhubhain. “Goldwell USA’s launch of the Trendline styling range meets this marketplace demand.”

According to Mr. MacDhubhain, “Differentiation is the key to driving growth at the salon level. Hair dresser recommendations to the consumer arecritical to the growth of styling products at the salon level.” The products will be sold in salons and used by hair styling professionals and consumers will be able to purchase them for home use as well.

The product’s three styling ranges are designed to appeal to a wide range of people. Trendline’s motto, “Any style you want,” reflects the concept of changing hairstyles from a day to an evening look with minimal fuss.

Technology + Styling

All of the products contain Os/Elastomer, a patented technology found in all Trendline products. It combines the benefits of both setting and smoothing polymers to provide dynamic styling effects that allow layering of products to create a clean feel without stickiness. In addition, the products provide effective hold even with daily modifications and brilliant shine with varying hair textures, yet they shampoo out easily with no build-up, dulling or flaking, company executives said.

“Even with all of the new styling products available, hair spray will always remain an essential salon tool as long as it leaves hair feeling touchable, as Trendline does,” insisted Mr. MacDhubhain. Under the direction of Dr. Thorsten Link, at Goldwell’s R&D facility in Darmstadt, Germany, the company had already been successful in developing a superior holding aerosol finishing spray. The formulation meets the 55% VOC regulations while providing a non-wet/sticky working spray, according to Mr. Mac-Dhubhain. Goldwell also plans to introduce an extra hold spray under this formulation concept in February.

The Future of Hair Care

Two new products, Matt Wax and Mello Goo, will be launched in July. According to Mr. MacDhubhain, Matt Wax has the styling qualities of putty or paste combined with the ability to create texture in the hair by creating contrasts between matt and shine. It can be used in conjunction with Shine Wax to create contrast in textural styles. Mello Goo is a product that can be used to create today’s “tousled and undone look.” In addition, three new extensions will be added in February.

The Trendline packaging and dispensing units were developed by Suxdorf in Hamburg, Germany under the direction of Birgit Rau-Goeser, Jenny Lehembre and Anja Binsack, all members of Goldwell’s international marketing team. The packaging and dispensing units are innovative and functional and provide ease of use, not only to the stylist but also to the end consumer, said company executives.

“Innovation and technology within the styling category will continue to drive the prestige/exclusive channel in the hair care market. Goldwell USA is not only fortunate to have the resources of our R&D facility but the worldwide resources of our parent company, the Kao Corporation, to help us bring innovative products like Trendline to market around the globe,” noted Mr. MacDhubhain.

Trendline combines professional salon know-how with consumer-friendly products. Trendline meets the needs of both the professional stylist for quality styling products and the consumer’s needs for easy-to-use products that are suitable for a wide variety of styling options and that can be used together for a variety of new styles.