The EFMP’s Swiss partners, USP, recently helped Schwarzkopf celebrate 120 years of innovation, creativity and trend setting, by hosting ‘’Create Your Style’’ campaigns at venues across Switzerland. As part of this campaign, USP Partner designed a high-impact, below-the-line, POS activity at Coop City and Manor department stores to make the campaign tangible for consumers. The campaign message expresses that no matter what type of hair you have, Schwarzkopf has the right product for you and your individual style, allowing you to discover the best version of yourself.

Schwarzkopf is using the #CreateYourStyle campaign to strengthen its positioning as a progressive brand with the goal of becoming even more modern, dynamic, fashionable, and younger. The "Create Your Style" styling bar, conceived by USP, ensures a lasting experience for the target market.

Innovative stand concept creates hair experience

USP Partner has come up with something special for the show: The promotional stand is constructed as a styling salon, and the client is invited to the styling bar to create a personal and individual look by corroborating with a professional hairstylist. The stand elements are reminiscent of a Hollywood film set, where the customer can experience a "moment of fame”. Product displays as well as further merchandising guarantee a strong brand presence, while being able to experience the products during a personal styling session shows how easy it is to create ‘’the look’’ at home, using those products.

The professional hairstylists treat each person individually, create the personalized look with Schwarzkopf products, and immerse the customer in the world of Schwarzkopf. After completion of the professional styling, the look is recorded photographically: a shot from behind, directly into the mirror captures the result both from the back and the front, thus not only allowing the customer a souvenir, but also a template for restyling at home. By posting your personal style and using the hashtag #createyourstyle on Instagram, every participant is automatically entered into an attractive competition, with the chance to win a shopping trip to Berlin, with personal shoppers and style advice included as part of the prize.

USP, a full-service marketing agency, took over the entire conception of the activity, from the structure of the stand to the planning and implementation of the entire campaign. In addition to tour and operational planning, POS coordination, personnel recruitment and training of the promotion staff, USP also ensured the logistics, including dismantling of the stand infrastructure at the end of the event. The result was over 300 individual, professional hairstylings, across 10 locations during 12 weeks, with expert advice given, and a lasting memory of a great experience for all participants. The high impact of the activity was extremely well received and a real crowd puller.

This activity is a perfect example of the EFMP’s focus on creating interactive, experiential marketing activities that captivate the customer and promote the brand. The knowledge and experience gained by USP by conducting such a successful campaign for a very high-profile client will be well received and shared with their fellow members of the EFMP.