Schwarzkopf

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Schwarzkopf

In 2013 Schwarzkopf took out three awards in Hair Care, Hair Colour and Hair Styling.

The market

Within the flat hair-cosmetics  market (hair care, hair styling and hair colour), innovation is key to driving value and consumer engagement with the category.  As a leader in hair expertise, Schwarzkopf works hard to be ahead of the trends in hair to bringto life for our consumers relevant and trend-driven product concepts. Live Colour Shake it Up Colour Foam, Extra Care Instant Volume Powder and Extra Care Daily Oil Elixir were perfect examples of exactly this.

Importance of the award

Schwarzkopf was very proud to accept a clean sweep of hair awards with wins for Hair Care, Hair Styling and Hair Colour.
Schwarzkopf prides itself on delivering high-quality innovations to our consumers as experts in hair and we were thrilled to be voted the number one hair brand in Australia by our consumers. Winning the entire hair category is something very
unique and special for the team at Schwarzkopf and the win was celebrated globally by the team and evident in the execution that was supported.

Marketing campaign
The Product of the Year win was celebrated immediately once the announcement was made public, with a branded TVC celebrating the triple win with consumers, in addition to digital and social media support focusing on rewardingloyal consumers with the winning products.
In store-execution involved strong POS displays including dedicated shelf displays and off-locations where possible.