Schwarzkopf

Company: Henkel AG & Co KGaA

Brand value: US$1,652 million

Change since 2019: -18%

Headquarter city: Düsseldorf

Category: Personal Care

Year formed: 1898

Schwarzkopf is a haircare brand that began with a single powdered shampoo and now extends to conditioners, treatments, colors and styling products. Products still feature the original logo, the silhouette of a head, and there is a range of sub-brands targeting different consumer segments and needs, including Poly, Taft, Seborin and Gliss Kur. A street styling brand, Got2B, is available in Europe. 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. In 2019, Schwarzkopf strengthened it positioning in the dynamic hair coloring sector, with the launch of a coloring sub-brand called Only Love, which is free of ammonium, silicones and alcohol, and comes in packaging made from recycled cardboard.