24 Hours, 41 Artists, 19 Countries: Digital Event "#HairdressersUnited" for Henkel

Background and Challenge

The COVID-19 pandemic created unprecedented challenges for the hairdressing industry. Salons worldwide faced closures, hairdressers lost their income streams, and the professional community found itself isolated from their craft and colleagues. In this crisis, Schwarzkopf Professional needed to find innovative ways to support and unite the global hairdressing community. The challenge was to create a sense of connection despite physical distance while providing professional inspiration and continuing education opportunities.

Approach and Realization

DAVIES MEYER developed a groundbreaking digital solution for Schwarzkopf Professional: the world's first 24-hour Live Hairdresser Festival, #HairdressersUnited. On May 5, 2020, this unique platform connected hairdressers globally with the brands Schwarzkopf Professional, INDOLA, Authentic Beauty Concept, and STMNT.

The comprehensive implementation spanned from concept development for the innovative 24-hour format through logo design and visual brand identity to the creation of all necessary image and video assets. Simultaneously, the team designed the social media presence and managed strategic media planning and execution. The festival provided participants with inspiration, practical tips, and direct interaction with brand ambassadors from around the world.

Results

#HairdressersUnited evolved into an exceptional success in digital brand activation. 41 renowned artists from 19 countries contributed their expertise, creating an international network of learning and inspiration. The event demonstrated how crisis situations can be transformed into opportunities for innovation and community building. Through this initiative, Schwarzkopf Professional strengthened its position as an industry leader that supports its partners during challenging times and opens new pathways for collaboration.