USP Partner helps Schwarzkopf achieve a youthful look for its 120th anniversary
As part of the #CreateYourStyle campaign celebrating Schwarzkopf's 120th anniversary, the agency USP Partner is offering styling services to Coop City and Manor customers.
Schwarzkopf has been offering hair care and styling products for 120 years. The anniversary will be celebrated in 2018 with the "Create your style" campaign, which, according to the press release, is intended to express the fact that no matter what (hair) type you are, Schwarzkopf has the right product for everyone. With the #CreateYourStyle campaign, Schwarzkopf also wants to become more modern, younger, more dynamic and more fashionable.
As part of this campaign, USP Partner was commissioned by Henkel to design a below-the-line activity at Coop City and Manor to "bring the campaign to life for consumers". With a styling bar, the promotional stand invites consumers to have their personal look created by a professional hairstylist. The stand elements are designed to be reminiscent of a Hollywood movie set, where the target group can experience a "moment of fame". Once the styling is complete, the look is captured in a photo. Anyone who posts the photo on Instagram with the hashtag #createyourstyle will be entered into a competition with the chance to win a trip to Berlin - personal shopper and style advice included.
For Schwarzkopf, USP Partner was responsible for the conception of the activity as well as the stand appearance and also ensured the planning and implementation: In addition to tour and deployment planning, POS coordination, personnel recruitment and training of the promotional staff, USP also took care of the logistics.
In the first wave, the POS roadshow was implemented in ten Coop City stores for twelve weeks from April, and the second wave of the experience promotion has been running at a further nine Manor locations since the end of August.
Responsible at Schwarzkopf / Henkel & Cie AG: Melina Fröhlich (Trade Marketing Manager), Karen Zanvit (Senior Brand Manager Coloration, Skincare, Fragrances), Christian Volk (Head of Marketing & Digital Management). Responsible at USP Partner AG: Nicole Kälin, Senior Project Manager (concept/project management), Tobias Lang, Client Service Director (concept), Dominik Nyffenegger, CEO & Partner (concept/overall responsibility). Responsible for stand construction: Richnerstutz AG.
