Innovation, creativeness and a feel for trends: Schwarzkopf has been synonymous with competence and passion in the worlds of hair care and styling for 120 years. The 2018 “Create your Style” campaign was among the measures created to celebrate this proud anniversary. The underlying theme was to emphasise that Schwarzkopf has the right product for every consumer and their individual (hair) style. Acting on behalf of Henkel, USP contributed to this campaign by designing a high-impact live marketing POS drive at Coop City and Manor to bring the message home to the consumers. With one intention: For every consumer to discover the best version of themselves.
Innovative stand concept creates a new hair experience
USP came up with something special for the campaign: Designed as a styling salon, the promotion stand with its styling bar invited visitors to drop by and have a professional coiffeur create an entirely personal and individual look. The stand elements were reminiscent of a Hollywood film set, at which the target group experienced a moment of fame under the skilled hands of an experienced hairstylist. Sales displays and other visibility elements guaranteed a strong brand presence and brought the products to life, illustrating how easy it is to fashion a personal look at home.
The professional hairstylists responded individually to each visitor, created the desired look using Schwarzkopf products and gave the target group an immersive experience of the Schwarzkopf world. Photos were taken of the new look at the end of the professional styling: a rear shot right into the mirror helped to document the results from the back and the front. Consumers therefore received a nice souvenir and a style guide to recreate the look at home. Every visitor was encouraged to post their personal style on Instagram under the #createyourstyle hashtag. They were then entered in an attractive competition with the chance to win a trip to Berlin – including a personal shopping assistant and style consultant.
USP took charge of designing the campaign, the stand look, planning and organisation on behalf of Schwarzkopf: Besides tour planning and work rosters, POS coordination, personnel recruitment and training of promotional staff, USP was also responsible for logistics, including assembly and dismantling of the stand infrastructure.
During the 12 weeks of the first wave, the POS road show was successfully held at 10 Coop City stores, starting in April: the USP promotion team ensured competent advice, a unique experience and radiant smiles with a new personal look over two days per POS. The high-impact show was rapturously received and drew crowds of interested visitors – creating more than 300 individual styles in the process.
The second wave of interactive promotions has been running at an additional nine Manor locations since August.