Headed into KL city for the launch of German hair care brand Schwarzkopf’s consumer range at Delicious< Marc Residence on 30 May 2012. Previously you could only enjoy Schwarzkopf products at salons but they have decided to bring the salon experience right into the consumer’s homes.
Mr. Markus Daburger, General Manager of Henkel Cosmetics Malaysia & Singapore was on-hand to launch the new range and said the symbolic lively act of bubbles emerging from an oversized figure of shampoo bottle was a meaningful indication of the brand’s refreshing beginning as the brand aims to offer premium yet affordably priced products to the consumers nationwide.
“Previously, the brand’s salon professional hair care products are marketed to highly regarded professional hairdressing salons at premium rates. We want to expand Schwarzkopf’s business and brand presence by reaching out to the masses. The plan to go into retail stores will certainly strengthen the brand’s status as a major player in the industry. Our aim is to offer consumers with high quality products at affordable prices,” he added.
The brand has already gained market share of the hair care products category in the fast moving consumer goods (FMCG) segment of other countries such as Germany, Australia, New Zealand, Thailand and China. In Australia, Schwarzkopf is the market leader in the retail hair treatment and hair styling categories, while Schwarzkopf ranks 1st in the retail hair colourant market in our northern neighbour Thailand.
Extra Care Series
Schwarzkopf offers a range of shampoo, conditioner and treatment under this series. There are five sub-lines to suit different haircare needs – Ultimate Repair, Hydro Collagen, Q10, Shea Cashmere and Anti Dandruff.
The Extra Care range of products is powered by the most innovative core technology – Liquid Keratin, a highly effective hair repair technology. Where conventional hair repair simply places a coat over the hair to give it a healthy appearance, this new technology actually fills the gaps in the hair cuticle, repairing hair from the inside to the surface using hair identical particles.
Palette DELUXE Intensive Oil Care Color – the first permanent coloration enriched with 7 oils (Marula Oil, Argan Oil, Sesame Oil, Almond Oil, Olive Oil, Apricot Kernel Oil and Macademia Nut Oil) for a new dimension of nourishment, shine and colour richness.
Besides, Palette also offers a caring colour crème enriched with natural Gelée Royale, called the Palette Intensive Color Crème, for a fascinating color sensation exceptionally rich in essential nutrients.
Originating from Japan, Freshlight features immensely popular shades of hair colours that are young and trendy. Instead of featuring colour shades on conventional female models on the packaging, Freshlight adopts the unique and refreshing approach of featuring various shades on the hugely popular collectible doll, Blythe™.
Freshlight is available in both crème and foam type application. The crème coloration comes in shades of Passion Blond, Clear Ash, Melty Mocha, Mysterious Beige, Sweet Apricot and Champagne Pink. For the foam application, the shades comprises of Berry Ash, Caramel Brown, Melty Cherry and Lemon Blond.
Ahhhh finally some products for me! The products from Got2b are Chaos Fibre Gum, Playful Matt Paste, Rockin’ it Strong Styling Wax, Freeze Up Styling Gel and Guardian Angel Straightening+Iron Spray.
The Schwarzkopf consumer range products featured above will be available in pharmacies, hypermarkets and supermarkets nationwide from June onwards.
More info at www.schwarzkopf.com
Photo credits: Schwarzkopt Malaysia and author’s own