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Company: Henkel AG & Company

Brand value: US$2,023 million

Change since 2018: -12%

Headquarter city: Düsseldorf

Category: Personal Care

Year formed: 1898

Schwarzkopf began as a powdered shampoo with the silhouette of a head on the label that the brand still uses today. There is a range of sub-brands under the single Schwarzkopf umbrella brand. The retail part of the business, which targets consumers directly, includes hair care, styling and hair dye products with the sub-brands Poly, Taft, Seborin and Gliss Kur. A street styling brand, Got2B, is available in Europe. The professional side of the business includes Igora Botanic dyes and Essensity, which focuses on the natural origins of its ingredients. The brand’s tagline is “Professional haircare for you” and ambassadors include actors and models and high-profile haircare professionals. For its 120th anniversary in 2018, Schwarzkopf launched the innovative YouTube campaign “create your style”. The highly successful vignette series positioned the brand as a problem solver and broadened its appeal to a younger audience.