Schwarzkopf hair dye research

Schwarzkopf hair dye http://www.schwarzkopf-professional.co.uk/skp/uk/en/ home.html#id1482495245 http://www.schwarzkopf.co.uk/skuk/en/home/schwarzkopf/ about_us/history.html#id1712919144

1898 Hans Schwarzkopf, a qualified chemist in Berlin, opens a tiny drugstore with a popular perfume section.

1927 Hans Schwarzkopf introduces the first ever liquid shampoo to the market. The demand fuels fast-paced growth and prompts the opening of the very first hairdressing training centre: the "Schwarzkopf Institute for Hair Hygiene".

1903 Hans Schwarzkopf disliked the expensive oils and harsh soaps used to wash hair so he invents a "powder shampoo" that dissolves in water. This easy-to-use affordable solution is an instant hit.

1933 Hans Schwarzkopf invents "Onakkali", the world’s first nonalkaline shampoo.

1947 The first cold perm Schwarzkopf allows women to achieve a permanent wave without needing to heat hair to 100 degrees. The first ever home colour product - Poly Color is also launched.

1962 The product portfolio The Poly Hair Cosmetics range is expanded to include hair products in all market segments covering colour, perm, care and styling.

1960 Igora Royal - Schwarzkopf Professional’s top colouring range is introduced. The brand has grown to become a global force in the salon world. Poly Color delivers a great new innovation by launching the first permanent wave for home use.

1990 Poly Brillance The Range Poly Brillance, a new "fashion statement in colour" is launched in a striking red design, with an sophisticated concept promising "colours as everlasting as a diamond".

1969 Igora Toning Schwarzkopf launches Igora Toning, the first insalon colour mousse in Europe. The innovation makes colors more accessible to both hairdressers and clients alike.

2000 Launch of OSIS Schwarzkopf Professional launches OSIS - a new styling brand for professional hairdressers, inspired by session stylists.

Global hair icon Umberto Giannini champions this edgy, dynamic and fashion inspired brand.

2004 Street Styles with got2b The London ASK Academy from Schwarzkopf Professional opens its doors, extending the global education and seminar offering. got2b a street styling range inspired by LA and NYC is successfully launched as a retail brand Europe.

2003 ASK Academy Schwarzkopf Professional opens their flagship ASK Academy in Tokyo, Japan. The luxurious range SEAH Hairspa is launched. US brand DIAL is added to the Schwarzkopf portfolio.

2006 The innovations continue The most effective repair ingredients, proteins and vitamins were merged into the innovative Total Repair 19 formula from GLISS KUR, the hair care specialist. In March, Taft introduces the Sensotouch Effect, hair that’s so soft to touch - 24 hr hold without stickiness.

September sees the launch of Brilliance Luminance, the fashionfocused wash-out colour, especially formulated for dark hair.

2005 A whole year of innovation Root Retoucher empowers women to maintain a beautiful colour between salon visits.

Natural & Easy introduces the Multi-Accent Technology for colour that never looks artificial or monotone. Street styling range got2B exhibits European growth and Taft launches its Silk-Touch line.

2008 Schwarzkopf’s first 10 minutes coloration A coloration that changed everything: Coloriste, the new coloration of Schwarzkopf, gives intense, natural glossy color - in just 10 minutes.

The experts of Schwarzkopf managed to minimize the damage in the hair.

The results: intense, long-lasting color with a perfect grey-coverage in a significantly shorter duration. The innovative comb-applicator allows easy application - all without dripping and as simple as combing.

2007 The innovation against hair loss There is a solution, both for him and for her, from Schwarzkopf against non-pathological hair loss, which reduces the thinning of the hair significantly in an innovative way.

The innovation is the new, patent-pending ingredient complex.

The most important part is carnitintartrat. Test results show that carnitintartrat stimulates the energy metabolism of the hair root, since it promotes the phosphate-connections in the haircell. In addition, the speed of the growth of the hair is increasing under the influence of carnitintartrat, and the hair sty longer in the growth-phase - a clear anti-hair loss effect.

Advert

persuasive techniques

Narrative+codes and conventions

Meanings and messages

demographics (CARGEL)

1 - 2008 http:// www.tellyads.com/ play_advert/? filename=TA7440&ad vertiser=Schwarzkopf &type=recent

sex appeal conformity personal success pride repetition

Realistic narrative, uses mainly medium close ups and close ups, uses both diegetic and nondiegetic sound

more focus on the women in the advert, but they include men in the commercial with matching hair colours to the women. the men look lustful over the women, for example the women always look at the camera at some stage but the men are always looking at the girl away from the camera. this suggests the gender stereotype that women have to make themselves look good to impress their man.

class B. C1, C2, D age 18-30 no specific religion both men and women people of a white ethnicity no specific location mainstreamers

2- 2011 http:// www.tellyads.com/ play_advert/? filename=TA13193&a dvertiser=Schwarzkop f&type=recent

conformity personal success repetition health respect avarice envy intertextuality

Realistic narrative, uses mainly medium close ups and close ups, uses both diegetic and nondiegetic sound

familiar setting

class B. C1, C2, D age 18-30 no specific religion both men and women people of a white ethnicity no specific location mainstreamers

3- 2014 http:// www.tellyads.com/ play_advert/? filename=TA17862&a dvertiser=Schwarzkop f&type=recent

personal success health envy pride repetition

Realistic narrative, uses mainly medium close ups and close ups, uses both diegetic and nondiegetic sound

class B. C1, C2, D age 18-30 no specific religion both men and women people of a white ethnicity no specific location mainstreamers

Audience Psychographics

SWOT Analysis Sales in over 80 countries

http://www.mbaskool.com/brandguide/fmcg/6048-schwarzkopf.html used by professional hair stylists

association of the brand with Hollywood celebs, adds more value

bright packaging, eye catching to the consumer

only retail brand that sells fashion colours, the rest are online

Diverse range of hair care products, the line ‘Live XXL’ has a wide range of colours, both permanent and semi permanent and natural and fashion colours.

Strengths high quality products, professional standard

Reliable and popular, the brand has built up trust with the consumer from the results of the hair dye

chemicals within product could damage hair if over-used

product is tested on animals, not cruelty free

Can stain scalps

Weaknesses

misleading colour guide on the box, the guide shows the colour result brighter than what it realistically is

when washing the dye out, it can stain the bath

people with long hair have to buy more than one box, limited quantity in each box, meaning process could become costly

Celebrity endorsement: Use popular, recognisable celebrities to widen the target audience and to convince the viewer to buy the product

test the product on non living things, to bring in more customers and to build more trust - cruelty free

Opportunities Environmentally friendly packaging Avarice: do a special offer “3 for 2� for people who need to buy more than one box because of the length or density of their hair

make different quantities for different lengths and density of hair

Schwarzkopf’s rivals are ● L'Oréal ● Garnier ● Bblonde ● Colour freedom

rising cost of raw materials

Threats

(L'Oréal, Garnier do not do the vibrant fashion colours that Schwarzkopf do though, they compete again Schwarzkopfs natural colours)

Directions and crazy colour are brands that do fashion colours like Schwarzkopf, they do have a wider range of colours but aren’t at the same quality of Schwarzkopf

First rule of marketing Attract audience attention Create Interest in the product Desire the product Action- buy the product