Goldwell becomes first premium haircare brand to host on Amazon Live
Goldwell is set to make history this week as the first premium haircare brand in the UK to launch a shoppable livestream on Amazon Live, partnering with celebrity stylist Casey Coleman for an interactive education-meets-commerce experience.
The 30-minute event, titled "It-Girl Hairstyles Made Easy", will stream tonight (28 October) at 6 pm BST, hosted by Coleman alongside Goldwell Education Director Claire Wilson. The pair will demonstrate how to recreate trending, "It-girl" looks for work or date night using Goldwell’s Dualsenses and StyleSign ranges - with products available to shop in real time.
The livestream marks a first-of-its-kind campaign for a premium salon brand on Amazon’s platform, which integrates live video, social interaction and one-click shopping. Viewers will be able to buy featured products directly from the Goldwell Amazon Brand Store, while enjoying a 20% discount from 28 October to 11 November.
Products highlighted during the event include the Bond Pro Shampoo (£16.00), StyleSign Dry Spray Wax (£17.50), StyleSign Straightening Balm (£18.50) and StyleSign Smoothing Serum Spray (£14.05).
Claire Wilson, Goldwell Education Director EMEA, told TheIndustry.beauty: "We’re incredibly proud of this Amazon Live project. It’s a fantastic opportunity to make Goldwell more familiar to a wider audience and to showcase the expertise that defines our salons.
"By bringing professional tips and insider techniques directly to consumers, we’re helping them achieve beautiful, healthy hair at home while reinforcing the premium quality and innovation behind Goldwell."
The campaign will be supported by a homepage takeover on Amazon, as well as video and display advertising across the site.
For Goldwell, the initiative marks a strategic move into livestream commerce, one of beauty retail’s fastest-growing formats. While mass brands have embraced shoppable video on platforms like TikTok and Instagram, the salon-professional sector has so far been slower to enter the space.
