Goldwell StyleSign has recently undergone a complete relaunch, so we figured now is the perfect time to reintroduce you to the brand.
BD spoke with BLUSH PR director, Alexis Gilmer all about what sparked the rebrand, the new additions to the range and the company's commitment to reducing its environmental footprint.
Congratulations on the relaunch of Goldwell StyleSign! Can you take us through the rebrand?
The new Goldwell StyleSign range includes 7 new launches as well as reformulation and new packaging for the entire range of 23 products. As always StyleSign delivers professional results now with a smaller environmental footprint.
The new packaging now sees StyleSign divided into 6 easy-to-shop categories across Smooth, Heat Styling, Volume, Texture, Curls and Hairspray all harnessing the power of Marine Bamboo Technology.
Why did the brand decide to overhaul the range?
Goldwell, as part of the KAO Corporation, is committed to reducing the organisation’s impact on the environment by streamlining the footprint of each brand’s product portfolio.
Last year we relaunched Kerasilk as all vegan and climate neutral. Now it’s Goldwell’s turn – the new StyleSign is carbon neutral, all vegan and Peta approved.
The new packaging uses up to 98% PCR materials. Free from silicones, parabens and ethanol. StyleSign has switched to lightweight aluminium cans and smaller caps, seeing 22 tons of plastic saved and up to 1.7 tons of aluminium saved annually.
The switch to white cans also makes the aluminium easier to recycle.
The relaunch includes 7 new additions to the range, can you take us through these?
Absolutely! Totally new to the range:
StyleSign Air-Dry BB Cream was inspired by skincare. A luscious, hybrid cream combines care and conditioning with styling benefits, protecting from humidity and frizz, providing light hold and soft shine. Just apply to damp hair and go!
StyleSign Weightless Shine Oil gives ultra-high shine with up to 72 hours of frizz control, enhancing colour luminosity and seals in moisture without weighing hair down. It’s so lightweight it can even be used on the finest of hair.
StyleSign Mattifying Paste is the most matte product in the lineup. It’s used to create textured and tousled styles with no stickiness, residue or flakiness for all hair types.
StyleSign Defining Wax is ideal for a shiny, no-greasy finish with pliable lasting hold. It’s the best product to finish and tame highly textured hair.
StyleSign Compressed Working Hairspray instantly provides micro-fine, targeted spray with medium hold and fast dry. It’s concentrated to provide the same number of applications in half the size.
And for the first time in our market:
StyleSign Extra Strong Hairspray provides maximum hold with a lacquer-like finish and StyleSign Bodifying Control Mousse instantly provides volume and control for coarse and damaged hair.
What are the main differences when comparing the old and new formulations?
The newly reformulated StyleSign has upgraded formulas to be completely vegan, dermatologically tested, silicone-free, paraben-free and ethanol-free. All these features are powered by new, all-natural Marine Bamboo Technology specifically harnessed by Goldwell.
Marine Bamboo has evolved to withstand powerful ocean currents and harsh underwater environments, making it strong yet flexible and resistant to UV rays.
Paired with product-specific active ingredients, Marine Bamboo Technology delivers long-lasting styles that are strong, flexible and protect against oxidation, humidity, UV light and pollution.
What hair trends do you predict for the upcoming season? And what StyleSign products do we need to achieve this?
Goldwell debuted the new StyleSign backstage at fashion week for the Viktoria & Woods show with hair direction by Shane Henning. Shane created two hair looks, both playing up texture.
Hair was prepped with the new StyleSign Air-Dry BB Cream and natural curls were enhanced, hydrated and frizz free with StyelSign Curl Defining Cream. We saw this across nearly all shows at fashion week, where hair was a nod to the model's natural texture, just better.
Texture, second day styling and lived in hair is definitely having a moment. The StyleSign Dry Texture Spray is personally my favourite in the range. Instantly adding strong dry texture, grip and volume while absorbing oil. It's a great way to refresh a style and brushes out beautifully.
Viktoria & Woods Australia Fashion Week show – ©Esteban La Tessa
What hero products should media be across from the range and why?
The biggest innovations are StyleSign Air-Dry BB Cream unlike anything else on the market. Specifically designed to assist hair in “air-drying” minus the frizz, while controlling the effects of humidity and adding healthy shine. In our climate, this is the hero product to use all year round, on any hair type.
The new StyleSign Compressed Working Hairspray is a workable, buildable hairspray that delivers the same amount of product in a bottle half the size. It’s economical, easy to use on-the-go and better for the environment. Perfect for travel!
What's coming up next for the brand?
Goldwell will be working on some exciting blonde transformations for the upcoming Blonde Your Way colour focus. Stay tuned for a blonde makeover by Goldwell Stylist Kirby Lago owner of the much loved Pelo By Lago salon in Cronulla.
How can media get in touch?
For more information, contact alexis@blushpr.com.au or visit @goldwellanz and www.goldwell.com.
You can find the Goldwell StyleSign range and download hi-res imagery, here.
Image credit: Goldwell
