Styled and chauffeured like a shooting star
For the "Taft Looks" hair styling campaign, Schwarzkopf is inviting teenagers in Zurich to take a styling trip in a stretch limousine.
Hair styling For Taft looks, Schwarzkopf invites young people in Zurich to a styling trip in a stretch limousine Until a few years ago, luxury brands were exclusive manufacturers of style, lifestyle, value and taste, but today this is increasingly true for brands of mass products - especially in the beauty industry. They too are now busy developing products that fit into normal budgets and promise self-realization, success, fun and sex appeal to an increasingly younger segment. The beauty industry benefits from the hot and fashionable MTV image world, whose stars it often helps to shape, thus establishing a win-win situation for both sides. After all, who embodies the beauty trends of tomorrow and modern consumer culture more credibly than teen idols such as Pink, Beyoncé or Justin Timberlake and Usher? immersing themselves in the new pop cultureIn order to profit from young people's natural desire for beauty, cosmetics and body care brands, like fashion, also like to borrow from the codes of pop culture. They reflect these in their communication and reflect them on the users, who are often on the same level as their idols.
As everyone believes they were born to be a star in the age of casting show formats and retort musicians, and the cult of stardom and its credibility fade with every new ready-made star, the classic testimonial advertising ploy is also losing acceptance, as can easily be seen from today's fan behavior.
The advertising industry has also responded with new means to fill this gap left by lifestyle-supporting and lifestyle-defining superstars. Events are the magic formula used to spice up TV and print campaigns in line with the expectations of fun-oriented youngsters: The trick now, however, is to make the experience as unique as possible to raise the profile of the brand or product. Fresh ideas are needed now that body spray nights no longer make young party people sweat so quickly and the catwalks are already occupied by certain brands.
The marketing crew at Schwarzkopf & Henkel Switzerland came up with such a concept to promote the renamed Taft Looks hairstyling line to the younger core target group. While the Taft X-press line launched in 1999 was aimed at 20 to 26-year-olds, the focus has now shifted from practicality to the resulting styling. On the other hand - in line with changing consumer habits - the focus has shifted from the Twens to the Teens target group. As the latter are not so easy to reach via the classic advertising channels of TV and print, but a live encounter in their free time is all the more effective, the man in charge, Christian Volk, wanted to target the young, adventurous clientele in a targeted manner.
and style them individually.
To this end, he has a nine-metre-long stretch limousine with a style consultant cruising the streets of Zurich these days. On three evenings, the chauffeur will be driving to trendy addresses to pick up people who have been encouraged by the promoters. They can have their hair professionally styled in the expansive leather seats and experience Zurich from a new, luxurious perspective. As if they themselves were one of the leading actresses in a music clip.
Styling as a leisure activityThe reference is indeed obvious, as the basics of the concept were provided by data from the Viva Youth Barometer. The gel, cream and wax sector is both a trend market and a growth driver. According to this study, cosmetics and hair care products are among the top ten leisure activities that Swiss young people spend money on, and styling is important to very important for 90 percent of all young people.
"The potential in the segment occupied by Taft Looks is still very high," says Volk, describing his motivation for addressing the target group. The measure had to be eye-catching, crazy and as innovative as Taft Looks positions itself - and in an environment in which young people are styled. An individual approach in a limousine for a mass product? The first impression is deceptive. PR, raffles for tickets, media sponsorship, word of mouth and support for various parties that will take place on the fringes of the ultimate styling trips will compensate for this.
Taffeta looks stretch limousine: Constantly new trends require innovative communication platforms.
As everyone believes they were born to be a star in the age of casting show formats and retort musicians, and the cult of stardom and its credibility fade with every new ready-made star, the classic testimonial advertising ploy is also losing acceptance, as can easily be seen from today's fan behavior.
The advertising industry has also responded with new means to fill this gap left by lifestyle-supporting and lifestyle-defining superstars. Events are the magic formula used to spice up TV and print campaigns in line with the expectations of fun-oriented youngsters: The trick now, however, is to make the experience as unique as possible to raise the profile of the brand or product. Fresh ideas are needed now that body spray nights no longer make young party people sweat so quickly and the catwalks are already occupied by certain brands.
The marketing crew at Schwarzkopf & Henkel Switzerland came up with such a concept to promote the renamed Taft Looks hairstyling line to the younger core target group. While the Taft X-press line launched in 1999 was aimed at 20 to 26-year-olds, the focus has now shifted from practicality to the resulting styling. On the other hand - in line with changing consumer habits - the focus has shifted from the Twens to the Teens target group. As the latter are not so easy to reach via the classic advertising channels of TV and print, but a live encounter in their free time is all the more effective, the man in charge, Christian Volk, wanted to target the young, adventurous clientele in a targeted manner.
and style them individually.
To this end, he has a nine-metre-long stretch limousine with a style consultant cruising the streets of Zurich these days. On three evenings, the chauffeur will be driving to trendy addresses to pick up people who have been encouraged by the promoters. They can have their hair professionally styled in the expansive leather seats and experience Zurich from a new, luxurious perspective. As if they themselves were one of the leading actresses in a music clip.
Styling as a leisure activityThe reference is indeed obvious, as the basics of the concept were provided by data from the Viva Youth Barometer. The gel, cream and wax sector is both a trend market and a growth driver. According to this study, cosmetics and hair care products are among the top ten leisure activities that Swiss young people spend money on, and styling is important to very important for 90 percent of all young people.
"The potential in the segment occupied by Taft Looks is still very high," says Volk, describing his motivation for addressing the target group. The measure had to be eye-catching, crazy and as innovative as Taft Looks positions itself - and in an environment in which young people are styled. An individual approach in a limousine for a mass product? The first impression is deceptive. PR, raffles for tickets, media sponsorship, word of mouth and support for various parties that will take place on the fringes of the ultimate styling trips will compensate for this.
Taffeta looks stretch limousine: Constantly new trends require innovative communication platforms.
Luca Aloisi
