Schwarzkopf Global PR Launch Event in Berlin
The Schwarzkopf Global PR Launch in Berlin was a landmark event celebrating the brand’s 125-year heritage while looking firmly towards the future of hair care. Across two spectacular days, the event celebrated key milestones in Schwarzkopf’s history while introducing a new hair care and styling product line designed to shape the next chapter of the brand.
Challenge & Objectives
The Global PR Launch marked a defining moment in Schwarzkopf’s history: 125 years of innovation, expertise and hair care heritage were celebrated in spectacular fashion over two days in Berlin. At the same time, the experience provided a stage for the brand’s forward-looking positioning, particularly through the launch of a new hair care and styling product line.
The event focused on four key objectives:
Premiumisation: Further establishing Schwarzkopf as a leading premium brand.
“FOR EVERY YOU” campaign: Officially launching a campaign that celebrates diversity, individuality and self-expression.
SK Collective: Introducing a high-profile group of new brand ambassadors, including Nazan Eckes, Collien Ulmen-Fernandes, Mini Anden, Alli Neumann, Diane Kruger, Ana Ivanovic and Swantje Paulina.
Global reach: Engaging international press, content creators and celebrities from 14 countries to generate global visibility and awareness.
The 125th anniversary was an important element, but deliberately only one part of a much broader overall project designed to position Schwarzkopf as a long-term driver of innovation within the industry.
Idea & Execution
Day 1: Historic, Exclusive and Sophisticated — Festive Opening at Bolle Festsäle
The opening evening focused on the “FOR EVERY YOU” campaign and Schwarzkopf’s 125-year heritage.
An iconic exhibition: Key milestones and products from 125 years of Schwarzkopf history were brought to life in an immersive exhibition.
A glamorous hair fashion show: A runway showcasing innovation and inspiration was complemented by expert talks exploring the future of hair care.
International brand ambassadors: The official campaign ambassadors were introduced in a high-profile presentation.
Live entertainment deluxe: Alli Neumann, herself a member of the SK Collective, captivated guests with an exclusive live performance during the aftershow party.
Day 2: Innovative and Immersive Brand Experience at Kantgaragen
The second day brought the diversity of the Schwarzkopf brand to life across four floors and 3,000 square metres. The guest mix included international media representatives, influencers and celebrities, who experienced individually curated programmes designed to immerse them in Schwarzkopf’s latest innovations.
Up-close encounters with celebrities: Personal interactions with the six brand ambassadors.
Stylish brand experience worlds: Interactive experiences spanning Color, including Natural & Easy and Brillance, Styling with Taft and SK Styling, and Care with Gliss.
HaptIQ launch: A dedicated stage for the new product range, complemented by live experiments and hands-on product experiences.
Culinary experiences & exchange: A shared lunch featuring inspiring stage talks provided the perfect setting for conversation and networking.
PR Strategy & Global Reach
The comprehensive PR strategy combined digital and traditional media to maximize the event’s impact. Hashtags such as #foreveryyou and #schwarzkopf, together with the activities of influencers and celebrity ambassadors, generated extensive visibility.
Social media campaigns amplified the event’s global reach, ensuring that Schwarzkopf’s message was communicated across all relevant channels and audiences worldwide.
EAST END’s Role
EAST END was responsible for the concept, implementation and overall organization of the event — from shuttle logistics and guest management to event operations and the design and transformation of the venues.
With the exception of the guest lists, which were managed by the PR agency, EAST END oversaw the complete event experience and execution.
Results
The Schwarzkopf Global PR Launch Event in Berlin set a new benchmark for future brand campaigns. The powerful combination of heritage and innovation, together with premium and immersive experiences, strengthened the emotional connection between Schwarzkopf and its audiences.
International media and social channels generated strong coverage of the event, further reinforcing Schwarzkopf’s positioning as a leading premium brand in the hair care industry.
The global attention generated by the event not only provided a spectacular celebration of Schwarzkopf’s 125th anniversary, but also created a strong statement about the brand’s future — a defining milestone in its brand strategy designed to resonate long beyond the event itself.
