Schwarzkopf Professional is a leader in the hairdressing market who produce products to bring the latest fashion trends through color, styling, and care. Originated in Germany, Schwarzkopf entered the U.S. market in the early 2000s through the route of salons and professionals only. The challenge is to expand brand awareness and exposure in a new market that has never heard of the brand.
Schwarzkopf Professional
Industry
- Fashion
- Beauty
- Hair Care
Strategy
- Marketing Campaign
- B2B Distribution Channels
Region
- North America
Leveraging the “Made in Germany” moniker that the general public already associates with high quality. Also, the strategy not to go direct to the U.S. general public and to approach influencers in the professional hairdressing market helped steadily grow the credibility of the brand as the influencers share and use the product with their existing customers allowing the results to go viral and spread through word-of-mouth.