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Schwarzkopf Professional and Sense create immersive future hair experience.

Global haircare brand marks 120th anniversary with experiential interactive studio at Salon International.


Celebrating its 120th year, Schwarzkopf Professional showcased the future of haircare in an interactive, immersive working studio at the UK’s largest professional exhibition for the hairdressing sector.

Salon International took place from 13-15 October at ExCel London, and featured the Schwarzkopf Professional-sponsored 2018 British Hairdresser Awards’ nominees gallery, which showcased creative excellence across the industry. Visitors to the gallery exited into the Schwarzkopf Professional experience, designed and run by global brand experience agency Sense, where they encountered models displaying the Autumn/Winter 2018 hairdressing trends and were able to take part themselves in capturing the inspiring looks.

“We presented product ranges from Schwarzkopf Professional Essential Looks, to include amongst others the BlondMe and Igora Royal brands. Guests to the experience took home a photo memento and sample each of the products that will allow them to create the styles on show, in-salon,” explained Sense Board Account Director Mel Lalou.

Commenting on the campaign, Georgina Boyd, Head of Marketing at Schwarzkopf Professional said: “We are proud of our 120-year heritage, and also  want to show we’re all about the future of hairdressing. Our interactive studio at Salon International raised awareness of upcoming trends, inspiring hairdressers by showing them how to create the new and exciting looks using our latest range of professional hair care products, and enabling them to get hands-on experience.”

As well as engaging with the exhibition’s daily visitors through the experience, Schwarzkopf Professional also presented its “Salon Live” show to 2,000 visitors, including over 600 international customers and guests.