01/22/2009, Düsseldorf


An overview of 111 years of successful innovations

111 years of Schwarzkopf

It was 111 years ago that the chemist Hans Schwarzkopf ran his small drugstore in Berlin. Today Schwarzkopf – one of the strongest brands of parent-company Henkel – handles with all products in the categories coloration, hair care and styling. Thanks to it’s extraordinary growth over the years, Schwarzkopf belongs to the market leaders. Alongside the retail brands (Schwarzkopf Retail) Schwarzkopf also includes professional products (Schwarzkopf Professional) in its brand portfolio. The company is dedicated to the development of innovative product technology and has up to now over 7,600 patents pending. With a finger on the pulse of innovation, Schwarzkopf has revolutionised the market with technical breakthroughs and innovations.

In 1898 the chemist Hans Schwarzkopf opened a small drugstore „The Dye, Drug and Perfumerie outlet“ and laid the foundations for one of the world’s most important hair-cosmetics businesses. Schwarzkopf’s first formula in 1903 caused a wave of enthusiasm among its customers. The water-soluble powder-shampoo “The Shampoo with the Black Head“ offered a simplicity of use and a value-for-money alternative to the expensive oils and harsh soaps of the time. Not only were all Berlin’s chemists supplied with “The Shampoo with the Black Head”, growing demand led to international marketing contacts in the Netherlands and Russia. At the beginning of the Nineteen-twenties, film stars from the booming movie industry started wearing short hairstyles as a mark of their emancipation. The “pageboy-look” became synonymous with the fashion of the Twenties and hair care became even more important.

A boon for the modern woman, Hans Schwarzkopf brings his newest innovation on the market in 1927: The world’s first liquid shampoo. Only one year later Schwarzkopf posts the patent for a conditioner for the hair: Schwarzkopf Haarglanz, followed in 1933 by Onalkali, the world’s first alkali-free shampoo. Which became thereafter the prototype for all modern shampoos.

Medium-long naturally flowing hairstyles are particularly favoured after the end of the Second World War. Unfortunately the permanent waves of the time can hardly be described as „hair-friendly“. The market was once more revolutionised in 1947 with the advent of Onaltherma, the first ever cold perm from Schwarzkopf. This allowed a permanent wave without needing to heat the hair to 100° Celsius.

In 1949 Schwarzkopf introduced the first ever crème shampoo in a tube - a revolutionary product innovation, that paved the way for the mass marketing of shampoos in Germany. The name Schauma Crème-Schaumpon became the synonym for the term shampoo. The brand name Schauma becomes a household term.

The Fifties - with its Swing, Rock’n Roll and petticoats, rang in the advent of new attitudes and lifestyles - hairstyles included: No woman would think of leaving the house without elaborately and immaculately styled hair. A new name emerged: Taft, “The liquid hairnet” became one of the best-known articles of the economic boom and the expression “Tafting” became synomynous with “spraying with hairspray” and is now an accepted turn of phrase.

The Hippie movement marked the Sixties and the Miniskirt becomes the fashion item. In 1960 Schwarzkopf Professional launched the top-coloration Igora Royal, which became one of the most significant hair care products worldwide. Bell-bottoms and platform shoes are symbolic of the Seventies, Curly styles à la Farrah-Fawcett were paraded in the discos and the “Perm” gained popularity as a trend-look. Keeping up with the zeitgeist, Schwarzkopf introduced the “Schwarzkopf method” the first ever integral permanent-wave concept, comprising of consultation, technology and training. With the introduction of the color foam Igora Toning to European salons in 1975, the coloring and toning of hair becomes even simpler.

As in the seventies, environmental protection remains in the Eighties one of the most important social topics. Far ahead of its time, Schwarzkopf reacts as first cosmetics producer to the demands of the time and adapts Taft in 1987, enabling a completely C.F.C-propellant free product. Now blow-dried styles, Mullets and Mohicans can be styled without harm to the environment.

The Nineties bring with them a craving for natural products. Schwarzkopf reacts to this demand in 1991 and introduces plant-based colors with Igora Botanic. This semi-permanent coloration is free from pesticides, herbicides and fungicides, utilising the industry’s first ever bio-degradable organic formula. 1995 sees the takeover of Schwarzkopf by the Henkel group and the advancement of Schwarzkopf to one of the worlds leading hair cosmetic companies. In 1998, the year of Schwarzkopfs centenary, yet another groundbreaking innovation is released: Re-Nature is the first self-pigmenting toner for greying hair, it’s revolutionary formula reacts with the oxygen in the air and returns greying hair to it’s natural color.

Sexy, trendy and inspired by topstylists:  the new Millennium and the hip styling series OSiS from Schwarzkopf Professional set new standards in styling techniques. In 2002 Schwarzkopf Professonal releases a professional hair care-program with BC Hair Therapy, especially designed for individual hair types. The styling products from the Silhouette range are also re-developed at this time. 2003 sees the opening of the Flagship Academy Schwarzkopf  (ASK) in Tokyo and the celebrated premier of the German Hairdressing Award, the largest independent photo-competition for the german hairdressing industry. With the advent of the premium hair-care range SEAH Hairspa from Schwarzkopf Professional, daily hair care is transformed into a moment of pure luxury and pleasure. With the grand opening of the London ASK Academy in 2004, Schwarzkopf Professional expands upon its international education and seminar opportunities for hairdressers, thus strengthening Schwarzkopfs standing within the international market.

Inspired by the latest trends from L.A. and New York, the streetstyle series got2b from Schwarzkopf aroused fascination with attention-grabbing names such as “Lockmittel” (Bait) and “Größenwahn” (Delusions of Grandeur).

In 2005 a newly developed, systematic innovations process allowed Schwarzkopf to bring ever-newer developments onto the market. The Schwarzkopf “Retoucher” allows the toning of hair roots between salon visits. Natural and Easy offers colors that never appear monotonous, thanks to exclusive Multi-Accentuation Technology. Taft introduces the Silk-touch line and got2b conquers the European market as the styling-series for trendsetters. In 2006 the hair care specialist Gliss augments its product range with the innovative Total Repair 19 Formula and Taft introduces its Senso-Touch Effect to its products. Brillance Luminance, the fashion-orientated coloration especially for dark hair also arrives on the market at this time. Schwarzkopf Professional releases Igora Royal, the first coloration to be designed in cooperation with professional stylists. In 2007 Schwarzkopf professional achieves yet another breakthrough in hair care for him and her with Active Dr. Hoting: this innovative patent-pending active-ingredients formula containing carnitintartrat has proven its effectiveness against non-illness-related hair-loss. Men Perfect the care and toning gel for men, allows the modern man to fashionably intensify his hair color.  Schwarzkopf Professional developed BlondMe, a holistic coloration concept, comprising of forty individual blonde tones, professional hairdresser training and care and styling products for use at home. A further breakthrough in professional hair cosmetics arrived on the scene with BC Time Restore - the first ever hair care system with the active ingredient Q10 reactivates the hair’s natural production of keratine. Top model Heidi Klum accepts the role of ambassador for Schwarzkopfs Taft, together building the perfect team for beauty and professional competence.

A new consumer group - the „LOHAS“ make the conscious lifestyle awareness of 2008 to one of the biggest social trends of our time and Schwarzkopf delivers the products that it’s customers demand. With Essensity, Schwarzkopf Professional offers an entire range of color, care and styling products containing pure natural essences. And completely free from artificial perfumes, silicon, paraffin, mineral oils and parabene. Schwarzkopf introduces Schauma Bio. Two further research successes: Coloriste delivers intensive high-gloss color in just ten minutes. The patent-pending Arginin Formula not only minimises damage to the hair, it also improves the efficiency of the coloration pigments themselves. The Cell Repair Technology from Gliss repairs damaged hair immediately with hair-identical keratine-proteins that effectively repair the hair cells without weighing the hair down.

2009 is set to see even more convincing innovations from Schwarzkopf. A coloration that sets new standards: Essential Color is the first permanent coloration from Schwarzkopf without ammonia and with up to 80% natural ingredients for intensive and radiant hair coloration with an extra portion of T.L.C. The realm of hair care products also holds something new in store for our clients: For more discerning women with thinning and damaged hair comes Schauma’s Schauma Q10 Replenishing range. This rich formula helps stimulate the hair’s own keratine production. The hair is strengthened from root to tip and is thickened and smoothed. For men with thinning hair Schauma Hair Activator offers an effective care program. This potent formula containing caffeine stimulates the hair-growth and reactivates the hair-roots. Asia Smooth the new line from Gliss with its unique cell repair technology, smooths stubborn hair intensively without smoothing-irons. The Asia smoothing formula with bamboo and orchid essences repairs the structure of the hair. Taft Ultra with Silk Touch combines seemingly incompatible opposites: Ultra strong hold and silky-smooth hair.

111 years of Schwarzkopf - 111 years of innovation and zeitgeist

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