Schauma
Schauma is a brand for hair care products sold by the Henkel Group under the Schwarzkopf umbrella brand .
history
In 1898, the chemist and pharmacist Hans Schwarzkopf opened a drugstore with a perfumery on Passauer Strasse in Berlin , where he tried, as a chemist, to fulfill the wishes of his customers. In 1903 he developed the first powder shampoo : "Shampoo with the black head" , which he brought onto the market for 20 pfennigs . Previously, it was common to wash your hair with soapy water and rinse it with home remedies such as milk or beer. The first liquid shampoo came in 1927, followed by the first hair conditioner a year later. In 1949, Schwarzkopf launched the first cream shampoo in a tube on the German market under the name Schauma. This product soon caught on and "Schauma" became a synonym for shampoo in West Germany .
In 1962, the Schauma product portfolio was expanded to include variants tailored to the needs of different hair types.
In addition to shampoos , Schauma conditioners have also been available since 1987 . In 1990, Schauma first launched hair treatments. The Schauma Kids line with mild shampoos was introduced for children in 1997. The Schauma portfolio consists of a total of 16 product lines. A comprehensive brand relaunch was carried out in November 2007 . Since then, the brand has presented itself in a new design and with modified care recipes.
In a study published in 2006 on behalf of the magazine Brigitte , Schauma achieved the best values among all hair care products among 14 to 64-year-old German women in terms of awareness (92%), liking (46%) and use (35%).
marketing
Schauma is positioned as a hair care brand for the entire family. This positioning was u. a. communicated through the use of the "Schauma family". It was prominent from 1970 to 1987 and was stylized on the products until 1992.
Typical of Schauma shampoo is the teardrop-shaped packaging design, which has been slightly modified over time, which has given plastic bottles a high recognition value since 1969.
In 2001, Schauma won Verona Pooth as the new face of the advertising campaign. As part of the Schauma charity campaign, Schauma also worked with world boxing champions Wladimir and Vitali Klitschko in 2006 .
Since the relaunch in November 2007, the Swedish top model Mini Anden has been the new face on Schauma products. The new Schauma Kids products have been adorned with the original Smurfs since then .
Schauma abroad
Today, Schauma is not only available in Germany, but in more than 50 countries. Some of the products are sold abroad under a different, local brand name.
Web links
Individual evidence
- ↑ Trademark register
- ↑ Brigitte KA 06. Communication analysis 2006. , Brigitte advertising department 2006, here: p. 86.
- ↑ According to the investigation letter ( memento of the original dated July 4, 2008 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. the study is based on 5054 double interviews in the period October 31 to December 2, 2005 and January 2 to 20, 2006, which were carried out by MMA Media Markt Analyzes, Frankfurt and Ipsos, Hamburg.
literature
- Art. Schauma . In: Langenscheidt, Florian (Ed.), Deutsches Markenlexikon , Editions GmbH, February 2008, pp. 919–920. ISBN 978-3-8349-0629-8 .