27-May-2016 Scottsdale / USA
Success in the US
In 2015 Henkel Beauty Care introduced Schwarzkopf onto the US market. A study by IRi, one of America’s leading market research institutes, confirms the project’s success by rating Schwarzkopf the number one launch in Beauty Care* in the USA in 2015.
When introducing Schwarzkopf onto the US retail market our ambition was to offer a unique, differentiated and relevant premium portfolio of Hair Care, Hair Styling and Hair Color products,” says Nadine Berghaus, Vice President Marketing Hair USA. The launch consisted of 74 innovative products from the brands Schwarzkopf Essence Ultime in Hair Care and Schwarzkopf Styliste Ultime in Hair Styling to Schwarzkopf Color Ultime and Schwarzkopf Keratin Color in Coloration.
IRI’s recognition in their latest “New Product Pacesetter” study is a remarkable achievement for Schwarzkopf, especially since it was launched exclusively at Walmart in 2015. “We are extremely proud of our accomplishments. We strive to offer simply the best solutions to our US consumers and will invest all our efforts to further strengthen Schwarzkopf over the next years,” says Daniel Langer, General Manager Henkel Beauty Care USA. Schwarzkopf has received nine of the leading beauty awards in the US, including the prestigious "Allure Best of Beauty Award " and the "US Product of the Year Award." Since January 2016, the brand has been rolled out nationwide to all retail channels in the USA and Canada.
About the IRi study "New Product Pacesetters"
When IRi reviewed the “New Product Pacesetter” brands, they included the 100 largest non-food and 100 largest food & beverage launches of 2015 in the USA. “These brands are the best of the best […],” according to the study. “They generated excitement and sparked conversations.” The recognition is based on the market place performance.
* Henkel active categories