Lagerfeld To Promote Schwarzkopf

Henkel AG has hired fashion designer Karl Lagerfeld for its hair-care division’s biggest event-marketing campaign, which aims to help Schwarzkopf shampoo gain ground on L’Oréal’s brands.

“We want to give Schwarzkopf a more trendy and fashion- oriented image,” said Tina Mueller, Henkel’s chief marketing officer for cosmetics. Schwarzkopf ranks second in Europe’s hair care market, she said.


Lagerfeld has designed a three-floor exhibition and hair- treatment pavilion to attract visitors to the Eurovision Song Contest, Europe’s biggest TV event, where Henkel is the main sponsor. The building will move from Düsseldorf, Germany, where Henkel is based and this year’s contest takes place on May 14, to Milan and Paris later this year, Mueller said today at a press conference.

Schwarzkopf, with products that cost from 2.49 euros ($3.44) for a shampoo to 29 euros for hair extensions, is the fastest-growing brand in Henkel’s beauty division, the source of more than 20% of annual revenue, Mueller said.