Henkel aligns Schwarzkopf hair colour business with RK Swamy/BBDO

Henkel has assigned RK Swamy/BBDO to handle the creative communications for its hair colour brand, Schwarzkopf. The incumbent agency is Mudra. The agency of record for the brand is Media Edge CIA. RK Swamy/BBDO also handles two other Henkel brands, Mr White and Pril.

Confirming this development to agencyfaqs!, Rajeswari D Sheth, general manager, cosmetics, Henkel, says, “Assigning RK Swamy/BBDO to this account is a part of our global alignment.”

In terms of media mix, this brand has always encompassed television and print. In addition to this, Sheth elucidates that, this year, the campaign will include a lot of in-store beauty advisor programmes. The campaign will be launched nationally with special emphasis in North and West India.

Henkel entered the Indian home use hair colorant segment in 2005 with two brands, Silkience and Palette. Silkience is available in eight basic shades (black, dark brown, burgundy, medium brown and natural brown) and three fashion colours (wild auburn, violet brown and golden chocolate). Palette is available in six shades – natural black, dark brown, medium brown, light brown, dark chestnut and burgundy. These brands have been developed by the R&D of Schwarzkopf and Henkel, Hamburg, for the Asian consumer.

Silkience and Palette are priced at Rs 399 and Rs 99, respectively, and are available at most leading stores in India.

© 2006 agencyfaqs!