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Goldwell rebuilds digital discovery for professional haircare
Threepipe Reply redesigned Goldwell's website around product discovery, a regional rollout and richer visual storytelling.
The CHALLENGE
Visually refresh a premium professional haircare website while boosting salon credibility and search visibility.
THE SCENARIO
A professional colour brand needed a more expressive digital experience
Goldwell is a professional haircare and colour brand used by salons and stylists across international markets. Its website had to do a specialist job: help an expert audience understand products, shades and brand quality closely enough to trust them in a salon chair, not just browse them casually.
The previous site felt static and hard to navigate. It did not give the product range the visual depth a professional audience expected, and because each market launched largely on its own, every regional rollout risked repeating the same production work from scratch.
Goldwell needed a site model that held global teams to a consistent brand experience while still giving local markets room to adapt language and market-specific detail, instead of forcing a choice between consistency and local relevance.
How we did it
A modular experience system with richer product assets
Threepipe Reply refined the modular design system used to build the site: a component library in Figma, 3D product scenes and an information architecture shaped around how professionals actually search for colour guidance and products. Each part was designed in a way that allowed customising it across markets without rebuilding it.
3D product scenes
Threepipe Reply refined the modular design system used to build the site: a component library in Figma, 3D product scenes and an information architecture shaped around how professionals actually search for colour guidance and products. Each part was designed in a way that allowed customising it across markets without rebuilding it.
Regional modules
The design system gave markets ready-made components they configured for local needs, so a market could adapt a page without redesigning it from a blank canvas.
Refined search structure
The information architecture was designed to give product ranges a clear, consistent structure that both search engines and AI answer tools could read, interpret, and synthesize, protecting discovery as more people search using generative-AI tools in addition to traditional search engines.
HOW WE DID IT
Reducing production friction without removing review
Across thousands of assets, the project team used AI to create scripts that automated processes like: image naming, file export and resizing, work that would otherwise have been slow and manual. Scripts converted raw colour data into swatches and generated shade previews automatically, so the product range could be built out at scale.
Custom brand knowledge and guidelines were created to ensure efficient and consistent adaptation and translation across different markets and use cases. This scalable approach allowed fast delivering within tight deadlines, supported by AI technology, while maintaining human reviews to ensure accuracy before publication.
49 pages per region
Each regional launch started from a substantial 49-page content base rather than an empty site, so markets went live faster.
80/20 rollout model
The 80/20 model let markets ensure site consistency with the global brand and only change the content that genuinely needed local language or market detail.
Faster production
Because 3D scenes generated product visuals for pack, shade and language variants, the team no longer restarted production for each change, cutting repeated cost across every market.
SEO/AEO/GEO readiness
All regional website subfolders were created with technical best practices in mind to enable discovery in multimodal environments by various traditional and emerging search engines, while answering user intent clearly.
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Goldwell is a salon-professional brand of Kao Salon Division, dedicated to bringing stylists and clients' aspirations to life through professional hair products. Since 1948, Goldwell has been known for salon-industry innovation across colour, care, styling and texture, with sub-brands including Topchic, Colorance, Elumen, Dualsenses, StyleSign and Varis.
Threepipe Reply is the Reply Group company specialising in integrated brand and performance marketing. Strategy, creative, paid media, search, social, display, PR, marketplaces and ecommerce operate as connected disciplines rather than separate channel services. Audience data, media planning, campaign activation, measurement and continuous optimisation provide the link between them, enabling Threepipe Reply to connect marketing investment with customer acquisition, retail performance and sustainable commercial growth.