Schwarzkopf drives a Colour Caravan around India to highlight at-home hair dye

22 Feb 2024 --- Schwarzkopf is touring India with a “Colour Caravan” to promote its Colour Specialist and Simply Color brands. The bus will visit a series of cities nationwide, starting with Delhi, and give consumers a personalized trial experience of its hair color offerings. 

According to Passionate In Marketing, a publishing platform in India, Schwarzkopf’s hair beauty advisors will help demonstrate at-home color techniques while touring. Approximately 1,000 participants were expected to visit the activation in Delhi. 

“Schwarzkopf recognizes the dynamic preferences of our consumers and understands the need for a personalized approach,” says Shama Dalal, head of marketing at Henkel Consumer Brands.

“The canter van activity is a testament to our commitment to innovation, providing a mobile and interactive platform for consumers to experience our hair color products up close. This will help us build a stronger connection with our target audience.”

At home solutions
The Colour Caravan creates opportunities for hands-on experiences with consumers. After using the hair-dying products, the Henkel-owned brand interviewed consumers, asking for their experience and opinions on their new color.

The German hair care company will also showcase digital interventions to drive conversations with consumers beyond the experiential color application to the public. 

Schwarzkopf provides hair dying to consumers across India.The company aims to demonstrate how people can achieve high-quality results with at-home color when using its hair care technologies.

The Colour Specialist range is infused with hyaluronic acid and OmegaPlex technology to achieve 90% less hair breakage than other hair-dying products. The Indian marketing news platform describes this product as a “crowd favorite.”

Meanwhile, the Simply Color range has a clean formulation, free from paraphenylenediamine and 1,4-toluenediamine — frequently used in oxidative hair dye precursors that can induce a delayed-type hypersensitivity reaction known as contact allergy — making it a clean formulation. 

Hair care launches
In hair care news, Chowis Company partnered with L’Oréal Professionnel Paris to introduce personalized hair diagnosis and management services in India. The developer specializes in skin, hair and scalp analysis solutions. The South Korea-based company says it is well-known in the field due to 11 years of experience.

“The hair and scalp analysis project with L’Oréal Professionnel Paris India continues to empower and further strengthen our commitment to provide effective solutions to all customers,” said Choi Won Suk, CEO at Chowis.

Additionally, singer Beyoncé announced a hair care line, Cecred. Some of the goods and services include cosmetics for hair and scalp care, non-medicated dandruff shampoo, vitamin and dietary supplements, hair growth stimulants for eyebrows and eyelashes, electric hair styling tools and styling tools.

By Sabine Waldeck