120 years of Schwarzkopf

Strategy | Activation | Hosting

February 2018 started with the celebration of Schwarzkopf’s 120th birthday. Over 400 guests were invited to the Pioneer in Hair’s birthplace: Berlin.

The birthday bash was held at the legendary U3 tunnel and took the guests on a time travel through the last century of hair innovation. A replica of the drugstore that Hans Schwarzkopf opened in 1898, a photo exhibition that showed reinterpretations by Schwarzkopf hair-expert Armin Morbach of iconic photographies by F.C. Grundlach, and a visualization of the development of the logo and different campaigns of the brand were topped with an Innovation Corner that gave a glimpse into the future of the brand.

Birthdays should not only look back, but also forward into the future. That’s why the night marked the kick-off of the new global #createyourstyle campaign, in which Schwarzkopf celebrates a new era of diversity, authenticity and confidence. Together with internationally successful models and #SCHWARZKOPFcreators from all around the world, the campaign motivates everyone to make the most of themselves. You don’t need to be perfect to be beautiful, only authentic.

RSA was in charge of managing the influencer campaign integration as well as all influencer related activities and content creation around the two day event. A dedicated #SCHWARZKOPFcreators pre-party at aptm Berlin set the mood for next day’s celebration through an intimate dinner with all creators.

Together with Schwarzkopf, RSA hosted the creators and brand ambassadors @annamariadamm, @diana_korkunova, @gabifresh, @gamzebiran, @iamgalla, @jimness, @kenkenlayos, @misselvani, @mypeeptoes, @niomismart, @safiavendome, and @zuzol that reached over 9.131.900 contacts and will continue to create unique hair styles through the entire year.

From the influencer dinner, styling and press lounge at Hotel Adlon Kempinski to the red carpet with a big #SCHWARZKOPFcreators selfie together with Toni Garrn to the packed dancefloor later on that night, RSA was responsible for bringing the biggest hair aficionados together and helping them kick-off their new friendship in style.

All pictures by Paul Aidan Perry.