HENKEL
HAIR CARE
SYOSS GLOBAL LAUNCH & RELAUNCH

DISRUPTIVE
DESIGN
DEVELOPMENT

In the year 2010 Schwarzkopf came up with a
revolutionary new idea for the coloration shelf.

THE TASK:
They wanted to bring
professional salon
quality to retail at an
affordable price.

Our question: What is the quintessential beauty of Syoss color to be
recognized by the consumer as a salon product on the retail shelf?

01-RUNWAY

Trends emerge
at fashion shows.

Each season stylists and
star coiffeurs create looks
for the catwalks that set
a new hair trend for the
coming season.

02-SALON
The hair stylists take
the newest looks
from the runways.

The fashionable styles and new color trends
are created for clients in hair salons.

RUNWAY

On the runway,
fashion is the hero,
not the model
> for Syoss this
means: the hair is
the key element,
the model is not
the focus.

OUR
SOLUTION

HAIR
STYLE

The haircuts & styles
on the runway are edgy
and extreme
> clear cuts and con-
tours, visible structures.

SALON

The clean salon look
and the products in use,
express a high level of
quality & professiona-
lism
> ground-breaking lack
of color
> strong, clear graphics.

THE RESULT:
Launch of the
color range 2010
and relaunch 2014

To reveal the professional beauty of
Syoss color it needed a look that broke
conventional category retail rules.

The result: The pure black look of the brand
creates a novel high-quality appearance
by using a unique and innovative model
approach to effectively differentiate it from
the colorful variety of its competitors.

Syoss was the most
successful market
introduction for
Schwarzkopf and
set a new benchmark
on the shelf.

HENKEL
HAIR CARE
SYOSS
GLOBAL LAUNCH & RELAUNCH

DISRUPTIVE
DESIGN
DEVELOPMENT

In the year 2010 Schwarzkopf came
up with a revolutionary new idea for
the coloration shelf.

THE TASK:
They wanted to bring
professional salon
quality to retail at an
affordable price.

Our question: What is the quint-
essential beauty of Syoss color
to be recognized by the consumer
as a salon product on the retail shelf?

01-RUNWAY
Trends emerge
at fashion shows.

Each season stylists and star coiffeurs
create looks for the catwalks that set
a new hair trend for the coming season.

02-SALON
The hair stylists take
the newest looks from
the runways.

The fashionable styles and new color
trends are created for clients in hair salons.

OUR
SOLUTION

RUNWAY
On the runway, fashion is the hero, not
the model
> for Syoss this means: the hair is the key
element, the model is not the focus.

HAIR STYLE
The haircuts & styles on the runway are
edgy and extreme
> clear cuts and contours, visible structures.

SALON
The clean salon look and the products in
use, express a high level of quality &
professionalism
> ground-breaking lack of color
> strong, clear graphics.

THE RESULT:
Launch of the
color range 2010
and relaunch 2014

To reveal the professional beauty of
Syoss color it needed a look that broke
conventional category retail rules.

The result: The pure black look of the brand
creates a novel high-quality appearance
by using a unique and innovative model
approach to effectively differentiate it from
the colorful variety of its competitors.

Syoss was the most
successful market
introduction for
Schwarzkopf and
set a new benchmark
on the shelf.