House of Schwarzkopf: Beauty brand returns to founder's birthplace with interactive store

By Becky Bargh 5-Oct-2021

Founder Hans Schwarzkopf established his brand as a drugstore shop in Berlin, now more than 120 years later, the household name has returned with a new retail offering

House of Scwarzkopf is the new retail destination from the German hair care brand

Schwarzkopf has returned to its birthplace, Berlin, Germany, with the opening of its first House of Schwarzkopf beauty destination.

Founded more than 120 years ago, the now Henkel-owned professional hair care brand has cut the ribbon on a new location on the Rosenthaler Straße in the centre of Berlin’s Mitte borough.

Aside from offering the brand’s entire professional product range, the space will be one-stop-shop for customers’ hair care needs.

Operated by renowned hairdresser Hauke Schmidt, The Salon at the house’s new destination will offer hairdressing services.

In an effort to up the in-store experience, the new Schwarzkopf space boasts a selection of interaction points throughout the store; from AR mirrors that allow shoppers to trial new hair colours to an experimental fragrance table.

To accompany the new physical space, Schwarzkopf is attracting consumers less interested in shopping in-store with its virtual House of Schwarzkopf.

Online, visitors can virtually explore what’s on offer at the bricks-and-mortar outlet, and can virtually digitally shop for products.

“The House of Schwarzkopf is not only the new home of the most iconic hair care brand of our time, but also creates a bridge from the past to the future.

“Located in the heart of Berlin, where Hans Schwarzkopf laid the foundation stone, its new home combines more than 120 years of expertise in hair with state-of-the-art technology, creating a place where the brand and its values, promises, products and history are not only represented but can be truly experienced,” said Henkel’s Chief Marketing Officer, Rik Strubel.

Schwarzkopf was a chemist and pharmacist by trade, who established his brand as a small drugstore in Berlin, where he would experiment with chemicals to create his products.

He launched his first product, a powder shampoo, in 1903, five years after establishing his shop; which followed with Europe’s first liquid shampoo, according to the brand.

Since its inception, the brand has become a household name, and was taken on by fellow German business Henkel nearly 100 years after its introduction.

Inside the House of Schwarzkopf

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