Schwarzkopf celebrate 120th anniversary

Global hair and beauty giant Schwarzkopf has launched its 120th anniversary celebration with a new beauty campaign #createyourstyle, unveiled at Berlin's U3 tunnel at Potsdamer Platz.

The campaign aims to empower people to present the best version of themselves, in line with the brand's 120-year ethos of promoting individuality and confidence combined with championing diversity and authenticity.

The #createyourstyle campaign brings together international Schwarzkopf influencers and members of diverse communities, celebrating individual hairstyles and colours. Those featured include models such as Toni Garrn, and international influencers including Anna Maria Damm from Germany, Adam Gallagher from the US, and Elva Ni from Hong Kong.

For the very first time, the brand will take its inspiration entirely from individuals and natural beauty, and not from catwalk trends. Schwarzkopf is also changing its hair photography, avoiding excessive photo re-touching and post-production work. Looks will be created and staged by Armin Morbach.

Marie-Ève Schroeder, Corporate Senior Vice President International Marketing at Henkel Beauty Care, explains:

“People do not want to follow beauty stereotypes anymore. Each person expresses her personality in a very individual, authentic way. Schwarzkopf gives them the right solution to create the best version of themselves, and feel confident in all moments of their lives.”

A part of the celebrations, Morback has also reinterpreted 17 iconic promotional images from the Schwarzkopf archive, originally created by photographer F.C. Gundlach, one of Berlin's first post-war fashion photographers.

The Schwarzkopf brand was founded in 1898 by chemist Hans Schwarzkopf, who ran a small drugstore in Berlin, Germany. His first development was a water-soluble powder shampoo "Shampoon mit dem Schwarzen Kopf," in 1903, followed by the first liquid shampoo launched in 1927.