Schwarzkopf is with Taft, Schauma, Brillance and its other product brands as successful as never before. Mrs. Müller, what is behind the success?

Tina Müller: The brand Schwarzkopf has always been successful and unstoppably achieves increasingly enthusiastic consumers. But in fact, we have made huge steps forward in the last three years. This applies to all market segments in which we are active: Colourations, Hair Care and Hair Styling. Across Europe, we grew clearly faster than the overall market or our competitors. Because we recognize that consumers appreciate our great deals.

Our brands are reaching an increasing number of satisfied customers who remain loyal and recommend them. Crucial to this development are primarily three factors: We continually improve and develop innovative products. We respond very quickly to customer demands and market developments and we strengthen Schwarzkopf as our main brand, which enjoys a great confidence among consumers.

How do you get continuously successful product ideas at Henkel?

Tina Müller: We use various instruments to develop new ideas. Our clear focus is on the detection and satisfaction of the wishes and concerns of our consumers. We actively ask our customers, we look after their desires and needs, which reach us in letters and e-mails or which we learn through conversations with our customers. For example, we also make home visits to our consumers, where we make interviews and watch them while they are applying our hair cosmetic products. Thus we learn much about the needs and desires of consumers regarding our products and we can take this into the development process.

We always rely on innovations. The art of marketing is also the development of products and product improvements, which the consumers do not know yet, but will love after their launch. Therefore, besides the direct contact with the consumer, the trend research plays a key role in product development. In our branch, we have created a unique instrument that we call “Trend Watch“. This is a database that is constantly updated by trend scouts and to which our people from the Marketing, Research & Development and Packaging Development Departments worldwide have access.

In addition, we have launched the “Innovation Lounge“. This is a computerized platform of ideas in our intranet, in which our employees worldwide enter ideas and suggestions. Thanks to the acquired information, we can constantly enter information on a large pool of innovative ideas and suggestions for improvements, which promotes the development of new, successful products.

Tina Müller: Successful products convince, certainly, through their quality, but also the design plays a crucial factor in the cosmetics sector today. In order to meet our customers wishes and taste, the creation of product quality and the right cosmetic feeling for appearance, scent and consistency of the product and the design of the packaging are important. The implementation in trade is of crucial importance. The first hurdle in reality is the supermarket shelf. The package has to be attractive, and one must immediately recognize clearly that there is a new product. The product message should be convincing and memorable. Extremely important for shampoos and styling products is the fragrance quality. Many consumers consider the fragrance first, before they buy a new product. Moreover, honesty and trust are essential in the supply of cosmetic products. We are working according to the highest quality standards, and all product statements are supported and proven through extensive tests. Also important are the criteria of sustainability, which are considered in the development.


How long does it take until a new product will actually be available in stores?

Tina Müller: Henkel is in a position to launch a new product from the emergence of the idea to the introduction into the shelves within twelve months. We achieve this, because all the employees of the teams in Marketing, Research & Development, Production, Logistics and Distribution work project-related and very closely together.

Which role does Schwarzkopf play in the introduction of new products?

Tina Müller: The umbrella brand Schwarzkopf has over 100 years of expertise in hair cosmetics for both the end user as well as for hairdressers. People connect it with quality, professional competence and innovation. If we introduce a new product under the brand of Schwarzkopf, this already shows an enormous confidence. That is why the brand Schwarzkopf is always emphasized on the package and in advertising. Schwarzkopf is one of the three biggest hair cosmetics brands. The rising market shares are a clear indication of the strength of this brand. It inspires our entire team better to be even more successful.


Would you tell us, which of the Schwarzkopf products are your current personal favorites?

Tina Müller: Sure. The Taft Volume Mousse with Push-up-Effect is certainly one of my favorites. Moreover, the Gliss Oil Nutritive Shampoo, Brillance Luminance, Activ Dr. Hoting and Schauma Bio Pomegranate, because these products are simply typical for Schwarzkopf: They are innovative, powerful and promote the desire for cosmetics.