Having been in business for the past 120 years, Schwarzkopf Professional has been a true innovator and leader in the professional hair care industry. Schwarzkopf wanted to expand into the B2C market using one of their most well-known brands in professional coloring, Igora Royal. While working at Schwarzkopf, the sales and marketing teams teamed up to launch the consumer brand, Igora Mousse, creating sales and marketing programs, marketing collateral and merchandising point-of-purchase materials for retailers. Although Schwarzkopf has been in the professional market for many years, the brand name was not well known by the consumer market in the United States. This expansion created more brand awareness and added global market share for the brand in the B2C market.
Marketing - Brand Extension Launch into the B2C Market