Feb 9, 2018 Düsseldorf, Berlin / Germany
120 years of Schwarzkopf – and an unforgettable celebration in Berlin’s U3 Tunnel
In 2018, Schwarzkopf celebrates its 120th anniversary! The gala on February 8 was not only an homage to the iconic brand, but also the launch of the new #createyourstyle campaign. 350 guests partied with Schwarzkopf in Berlin’s U3 Tunnel at Potsdamer Platz. Celebrities like Toni Garrn, Emilia Schüle, Jessica Schwarz or Collien Ulmen-Fernandes, influencers and editors were amongst the guests. The event, in keeping with the campaign, was a global celebration of individuality and authenticity.
A breathtaking welcome was a travel in time through the history of Schwarzkopf, including a reproduction of Hans Schwarzkopf’s very first drugstore in Berlin, where everything began in 1898 – and a tunnel where different Schwarzkopf campaigns from the last decades were shown.
Schwarzkopf hair-expert Armin Morbach reinterpreted pictures of legendary photographer F.C. Gundlach in Berlin – an incredible homage to the brand’s roots. Morbac took the guests on a journey through his exhibition ‘BERLIN: FASHION & HAIR by F.C. Gundlach THEN and NOW Armin Morbach’.
Later on, host Patrice Bouédibéla guided the guests in a entertaining and humorous way through the night and introduced Executive Vice President, Jens-Martin Schwaerzler, and Head of Professional, Stefan Sudhoff. Both of them shared insights into their extensive Schwarzkopf experience to date: A unique and fascinating view behind the scenes of a global brand that leads in both retail and professional markets.
Corporate Senior Vice President International Marketing Henkel Beauty Care, Marie-Ève Schroeder, followed with a passionate speech on the brand’s skill in reaching people. As she noted, Schwarzkopf has been a pioneer in hair right from the start, and its mission has always been to empower people to express themselves and give them confidence about their individual look. This mission is also Schwarzkopf’s new brand claim for this global campaign. The Schwarzkopf #createyourstyle campaign portraits real people with real hair stories. People who are diverse, representing different age-groups, ethnicities, orientations and backgrounds. In addition, Marie-Ève Schroeder also presented the brand’s new global brand ambassador, Toni Garrn. The model perfectly represents Schwarzkopf’s message of individuality and authenticity. For Toni, growing up in Germany, Schwarzkopf has always been a faithful part of everyday life. Real life and relatable beauty – Toni Garrn and Schwarzkopf are a natural fit!
One of the festivity’s highlights was the spectacular live hair-show of Schwarzkopf professional and the introduction of the new #createyourstyle campaign. This came to life by influencers like Gamze Biran, Safia Ayad and Juan Pablo Jim. Fashion editors and influencers keenly live-tweeted the shows, using the Schwarzkopf emoji, specially created for the anniversary.
Guests enjoyed a glamorous after-show-party with delicious food, inspiring conversations and music by DJ Chelo.
A fitting event to celebrate pioneering in hair for 120 years!