According to Henkel results, the Schwarzkopf brand generated sales of around €2 billion last year, and with this new range, the company expands its portfolio of products especially targeted at men.
The range includes shampoos targeting anti-dandruff, energy and strength, hair & body, and anti-loss, with each category containing an innovative triple effect that works on the hair, the roots and the scalp.
“The men’s cosmetics market is now an important part of Henkel Beauty Care and with the Schwarzkopf MEN brand, we are exploiting the market’s potential further,” says Marie-Eve Schröder, Corporate Senior Vice President International Marketing at Beauty Care.
The men’s grooming market is booming, according to Henkel, who expects the market to show the biggest beauty care growth globally; expected to reach to reach €21 billion in sales worldwide in 2015, as men become more interested in their appearance.
With this burgeoning market hungry for energetic new masculine products, Henkel Schwarzkopf has made the new launch of its MEN hair care range in Germany, Russia, and China.
Building on experience
The brand’s experience and success in the men’s hair care market owes a lot to its predecessor, [3D]MEN, which saw a relaunch of its own in Australia, in March.
First launched in 2011, the Schwarzkopf Professional [3D]MEN range was the first brand engineered specifically for men, tackling the three key dimensions of masculine hair care: strengthening hair, refreshing the scalp, and activating the roots.
The revitalised [3D]MEN range was made available to Australian retail outlets, featuring its new black design coupled with a new formula and fragrance.
"With the [3D]Men Schwarzkopf Professional has taken male grooming to a new level, offering its perfect solutions for hair care & styling demands any modern man could ask for,” Henkel says about the range
“It is the first brand 100% engineered for men. The line comes with a sharp assortment in a new design consisting of six care and three styling products.”