Henkel’s US Schwarzkopf launch ruled a success

Hair care brand launched into US market exclusively via Walmart in 2015

The launch of Henkel’s Schwarzkopf hair care brand on the US market last year has been a success, according to a study by data tracker IRI.

In IRI’s latest New Product Pacesetter study, Schwarzkopf was named as one of the most successful product launches in the US market last year and the number one launch in the beauty sector.

Schwarzkopf was launched exclusively via Walmart in 2015 and brought a 74-strong product offering to US consumers including Schwarzkopf Essence Ultime in Hair Care, Schwarzkopf Styliste Ultime in Hair Styling and Schwarzkopf Keratin Color in Coloration. Since January this year, the brand has expanded its reach, rolling out to all retail channels in the US and Canada.

Daniel Langer, General Manager Henkel Beauty Care USA, said: “We are extremely proud of our accomplishments. We strive to offer simply the best solutions to our US consumers and will invest all our efforts to further strengthen Schwarzkopf over the next years.”