The Schwarzkopf mission

This year Schwarzkopf celebrates 120 years of being present in the hair care market. On this occasion our magazine interviewed Ottó Németh, general manager (Henkel Beauty Care) of Henkel Magyarország Kft.

Ottó Németh
general manager
Henkel, Beauty Care

T. M.: –How do you celebrate the anniversary?

The 120th birthday isn’t only another anniversary, but also an important stage that brings a renewal in the life of the brand. Schwarzkopf’s new identity is characterised by many different styles, unusual individuals and creative self-expression. The goal is to bring out the best from ourselves, and this mission is supported by the # CREATEYOUR STYLE campaign.

T.M.:–Today’s trends are about being perfect. Where does Schwarzkopf’s idea come from to go against the desire to fit in and focus on accepting ourselves instead?

This new direction is the result of a very simple observation: people don’t want to follow beauty stereotypes any more. Schwarzkopf can give people the solution they need to feel confident at every moment of their lives.

T.M.:–Who do you want to reach with the # CREATE YOUR STYLE campaign?

Everyone who would like to express themselves, to show their own style to the world, no matter what sex they are, how old they are or what their sexual orientation is.

T.M.:–You use influencers in the # CREATE YOUR STYLE campaign. What kind of advantage does this type of cooperation create for brands?

It wasn’t by accident that the influencer trend and the growing popularity of bloggers and vloggers started in the beauty care market: shoppers like to read about these products and hear other consumers’ opinions. Schwarzkopf’s influencers belong to the global team of # SCHWARZKOPF creators, who can create diverse and informative content. By cooperating with influencers we get useful feedback on products and we are happy to see their brand-themed content.

T.M.:–Which product categories and product lines are affected by the renewal?

Schwarzkopf is our biggest umbrella brand so the renewal affects all brands that belong to it. From this year a uniform look and a similar message characterises all Schwarzkopf brands. The # CREATE YOUR STYLE slogan is present in the communication of each brand, adapted to their target groups.

T.M.:–Do new product launches form part of the campaign?

At the beginning of the year we introduced new hair care brands to the market: Beology in the premium category and Freshlight in the mid-premium category. February brought the debut of a new hair dye product, Pure Color.

T.M.:–How and where will we see Schwarzkopf’s new message? Will there be surprising or previously not used tools in the campaign?

The # CREATE YOUR STYLE campaign introduces the renewal. It is a major integrated marketing campaign implemented online and offline, using traditional and ambient tools. The main tools are online solutions, videos, banners and ads in social media; offline tools are used, too.

T.M.:–What kind of important events are related to the anniversary and to the # CREATE YOUR STYLE campaign?

–The campaign’s most important element was the Schwarzkopf launch event on 2 February, where fashion models, singers and dancers were used to introduce the new concept to trade and media partners, journalists and beauty influencers. (x)