We created Schwarzkopf Professional's most successful campaign of the year!

ClientSchwarzkopf Professional
scopeBrand \ Creative

€2m

Sales in first 2 months

Education kits sold out

Creating game-changing product launches

Schwarzkopf Professional asked Pull to create its launch campaign for new range BC Fibre Clinix. This campaign generated over €2 million in sales within the first 2 months from launch, making it one of Schwarzkopf’s most successful launches.

The launch promoted Schwarzkopf Professional's most powerful hair repair treatment ever! The Triple Bonding and C21 Technology within BC Fibre Clinix, combined with a new range of ultra-concentrated Boosters, allows hairdressers to create bespoke, hyper-customised salon services for their clients.

The Challenge

Schwarzkopf Professional already had the product concept & packaging design for their new BC Fibre Clinix range, but needed a campaign to bring this exciting new product to life with hairdresser. Schwarzkopf wanted a full 360 campaign to support the launch across all touchpoints from education kits to POS. The challenge was to create beautiful in-salon display and trade tools that perfectly reflected the product packaging, and would prove compelling for hairdressers to use and sell in-salon.

What did we do?

Pull used design cues from the packaging to create all the collateral needed for the BC Fibre Clinix in-salon launch. By incorporating the packaging’s cellular pattern across POS, sales folders and technical manuals in a creative way we successfully created a linking theme throughout all BC Fibre Clinix collateral. We employed this new visual style across materials, introducing a holographic pattern as the background of the design and stronger black and white contrasting to make the different design elements really stand out.

The Results

Schwarzkopf Professional received amazing feedback on social media about the product as well as the look and feel. Hairdressers loved the product and commented on the high-end quality of the brand. The launch was a huge success with over €2 million worth of products sold in 2 months of sales. So far Schwarzkopf Professional has sold the equivalent of 9 kilometres worth of BC Fibre Clinix, that’s the height of 11 Burj Khalifa Towers!

“The great effort and commitment shown by the Pull team in the design of the tools and the different trade materials created for the brand, were a key part of the success.”

Jad Ramadan
International Brand Manager Hair Care