Goldwell Wants Beauty Makeover

Goldwell Cosmetics USA of Linthicum Heights, Md., is searching for a new face that will help its line of beauty products take off, sources said.
Goldwell is in the second phase of the agency search, the insiders added, having reduced the field to several agencies in the Baltimore-Washington, D.C., area. The contenders were undisclosed at press time.
The client has already met with the agencies for the purpose of capabilities presentations. A decision is expected to be made in the coming weeks.
The cosmetic company’s advertising account has been handled by Trahan, Burden & Charles, Baltimore, for the past three years. Officials with that agency could not be reached for comment. It was not clear at press time if the incumbent is participating in the review.
Goldwell sells a line of beauty products that is made available only through salons in the United States and Canada. The company came to this country in the mid-1980s, and was handled at that time by Maleson Advertising (now Maleson Naylor) in Owings Mills, Md. Trahan, Burden & Charles got the account after a management restructuring in 1994. Prior to that time, all marketing plans had been devised in Germany and executed at the company’s headquarters there.
Much of Goldwell’s current advertising involves trade print work in hair salon magazines. The company, which has a high-end fashion look, is interested in increasing its presence in the consumer market. It reportedly had plans to go into consumer and image marketing as early as 1994, but the advertising account has remained a design packaging and trade print piece of business.
Goldwell director of marketing May Greenwood could not be reached at press time. Sources said, however, that Greenwood was taking another look at some of the five agencies that presented when TBC won the account three years ago.