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Mar 1, 2017  Scottsdale, Ariz.

Emotional marketing strikes chord with consumers

Schwarzkopf® Gliss™ Goes Beyond Hair Repair

Launched in North America in January, the Schwarzkopf® Gliss™ Hair Repair brand employs patented liquid keratin repair technology to care for damaged hair.

Five product lines offer hair repair plus an additional benefit like moisture, volume or color protection, all of them in distinct, sophisticated packaging that catches the eye in stores. Off the shelf, the brand’s ambitious digital marketing campaign follows a message of female empowerment: each woman is her own person and defines what beauty means to her.

Gliss’ five product lines offer hair repair plus an additional benefit like extra volume or moisture.


Gliss’ five product lines offer hair repair plus an additional benefit like extra volume or moisture.

“I couldn’t be more excited about the video for our online marketing campaign,” said Nadine Berghaus, Vice President of Marketing, Hair. “Female empowerment is more important today than it has ever been before. We want to distinguish ourselves by being a brand that speaks to women eye-to-eye, instead of playing on their insecurities or presenting them with an impossible beauty ideal, and I think our campaign achieves that perfectly.”

This message has resonated among consumers, with the video gaining well over a million views just weeks after its release.