The Industry.beauty Awards Winners' Interview: Lewe Goldmann, Supply Chain & Operations Director, Cloud Nine

In this series, TheIndustry.beauty further celebrates the successes of winning beauty businesses from TheIndustry.beauty Awards 2024 through dedicated interviews.

As the Awards is dedicated to The Innovators of the industry, we were keen to learn from their future-facing successes. From our 13 winners, we find out everything from the importance of innovation to the one beauty product they can’t live without.

Cloud Nine won the Best New Product – Haircare Award for its Airshot Pro Hairdryer. TheIndustry.beauty hears from its Supply Chain & Operations Director, Lewe Goldmann.

Cloud Nine is known for its premium hair styling tools. How does the brand differentiate itself in a competitive market, and what core values drive your product development and marketing strategies?

At Cloud Nine, we’re on a mission to pioneer the healthy hairstyling revolution. We live and breathe this commitment by creating innovative products that can be tailored to each customer’s unique hair type and needs. For instance, our latest straightener range offers three plate sizes – Original Iron, Wide Iron, and Slim Iron – to accommodate different hair lengths and thicknesses. Plus, with 11 temperature settings, users can always find the perfect heat for their styling needs.

We also place a strong emphasis on educating our customers about hair health. We produce content focused on achieving stunning hairstyles, maintaining healthy hair, and understanding hair concerns like menopause or alopecia. Our Temperature Calculator, which suggests the ideal styling temperature based on individual responses, is a prime example of how we support our customers on their hair journey. This long-term commitment to hair health is central to our marketing efforts – whether it’s through events with pro stylists, media relations, or collaborations with ambassadors like Frankie Bridge.

As sustainability becomes increasingly important in the beauty industry, how is Cloud Nine addressing this concern in its product design, packaging, and overall business practices?

Sustainability is in our DNA here at Cloud Nine. Rather than simply offset our carbon, which is what some brands do, we’ve shaped our processes around being the most sustainable business we can be.

Our products are built to last, with features designed to prolong their lifespan. For example, the Airshot Pro hairdryer has a self-clean mode that blows air in reverse to remove dust build-up, significantly extending its longevity.

If any issues arise with our tools, the vast majority of them (90%) are designed so that parts can be replaced and faults repaired, ensuring the product stays in use for as long as possible.

The Airshot Pro also operates at a lower power than other hairdryers, which saves users a considerable amount of energy when you consider it’s a product that’s generally used every day. We’ve minimised the product packaging too, with a slimline box that’s the perfect size for the product and all its attachments – there’s no wasted space.

We’re also proud of our recycling program, where we sustainably dispose of old styling tools – regardless of brand or condition – at no cost to the customer. In fact, customers receive a £20 discount on a new Cloud Nine product when they participate. All they have to do is fill out a form on our website, download a pre-paid postage label, and drop off the package at any local post office. That’s part of our drive to save 1.5 million styling tools from landfill.

The Airshot Pro hairdryer won Best New Haircare Product at the Industry.beauty awards. What do you believe sets the Airshot Pro apart from other hairdryers on the market?

The Airshot Pro is our lightest and quietest hairdryer – and also the most powerful. Compared to other hairdryers on the market, self-clean mode is a real point of difference as no other hairdryer has this feature. The Airshot Pro is a premium tool with a sleek matt-black finish that’s not only stylish but also resistant to scratches and fingerprints.

What are the key technological advancements in the Airshot Pro that make it a standout product? How do these features enhance the user experience and hair health?

The Airshot Pro comes with Variable Temperature Control which allows users to style at their ideal heat setting, while self-clean mode guarantees long-lasting performance. It also includes two precision-drying nozzles, and the magnetic diffuser attachment is perfect for smoothing out frizz and flyaways.

Since its launch, how has the consumer response been to the Airshot Pro hairdryer? Are there any specific testimonials or success stories that have particularly resonated with you?

The Airshot Pro has received an overwhelmingly positive response. Reviewers consistently praise its lightweight design and ease of use, noting that it often cuts drying time in half – especially beneficial for those with thick or long hair. The sleek, stylish design has also been a big hit, with some even dubbing it a “sexy beast” of a hairdryer!

Customers frequently mention how smooth and shiny their hair looks after using the Airshot Pro. The magnetic attachments and multiple heat settings have been particularly appreciated, making the tool versatile for different hair types. Professionals in salons are also finding it to be an excellent choice, further proving that it’s worth every penny for the time it saves and the high-quality results it delivers.

As technology continues to evolve, what future innovations can we expect from Cloud Nine in the realm of haircare tools? 

At Cloud Nine, we’re all about delivering great hair without damage or despair – and our new range of straighteners does just that. We’ve just launched a whole host of upgrades, including adding 11 heat settings to make sure there’s a perfect temperature for every hair type and need. Whether our customers have fine strands or thick curls, we’ve got them covered for safe heat styling.

Another big innovation is Frictionless Revive Mode™ now available at all temperatures in our NEW + Improved straighteners. When Revive Mode™ is activated, the straightener plates vibrate at 8,000 times per minute. This passes the hair through the plates quickly, distributing heat evenly and reducing friction – ultimately producing smooth, shiny, sleek hair.

Our goal is to give our customers healthier hair and more styling possibilities. While we’ve made significant progress, we’re just getting started – we’re always searching for better ways to help customers achieve the styles they love while keeping their hair in excellent condition.

How does Cloud Nine maintain its position as a leader in the haircare tool market? What strategies are critical to staying ahead of competitors and meeting consumer demands?

At Cloud Nine, staying ahead in the haircare tool market is all about continuous innovation and really understanding customer needs. We’re always researching and developing our products to ensure they’re equipped with the best-in-market features, like our exclusive Frictionless Revive Mode™.

We stay connected with our customers by listening to their feedback, conducting detailed audience analyses, and staying on top of the latest trends in hair health. This approach enables us to create styling tools that not only meet but exceed expectations. By engaging in conversations that matter to our customers, we remain relevant and continue to lead the future of healthy hairstyling.

How does Cloud Nine stay attuned to emerging trends in haircare? How have recent trends influenced the design and functionality your products?

We stay deeply immersed in haircare trends and product innovation by participating in major trade shows and building a strong community of professional stylists. This constant engagement drives our product research and development, helping us stay keep ahead of customer expectations so our tools always deliver. It also helps us understand our market positioning and growth opportunities. For instance, the increasing focus on hair health across the industry reaffirms why it remains central to our brand proposition.

How does Cloud Nine educate its customers on the benefits and best practices for using products like the Airshot Pro? What role does education play in enhancing customer satisfaction and loyalty?

Education isn’t everything – it’s the only thing.

We’re not just about selling products – we’re focused on empowering people with the knowledge they need to care for their hair and make the most of our industry-leading technology. This approach drives loyalty and satisfaction because customers are looking for brands that are invested in them long-term.

We support our customers in keeping their hair healthy and happy, whether by providing tips on using the Airshot Pro, offering general hair care advice, or addressing common hair concerns. By delivering valuable insights and support throughout their hair journey, we aim to help people not only love their hair but also feel more confident and satisfied overall.

Cloud Nine has a loyal customer base. What strategies do you use to engage with and grow your community, both online and offline? How do you ensure that customer feedback directly influences product development?

We have dedicated teams that thoroughly review product feedback across all platforms, helping us identify our strengths and areas for improvement. We also proactively reach out to customers to ask for their views, which has led to various enhancements in everything from product design to the language used in our user manuals. We genuinely value every piece of feedback we receive and use it to drive meaningful changes.

And finally, what is one product you cannot live without? 

My beard trimmer.

TheIndustry.beauty The Innovators Awards, staged in proud partnership with Bleckmann, will be back for 2025. Find out more at the industry.beauty/awards.  For sponsorship enquiries for 2025's awards, please email partnerships@theindustry.beauty.