Five Creatives, Unique Signature Hairstyles, 730,000 Impressions: The Schwarzkopf Professional OSiS+ Style Loft

Background and Challenge

Schwarzkopf Professional aimed to showcase their versatile OSiS+ Long Hair Texture styling series to both B2B and B2C audiences. The challenge was creating authentic and inspiring content that would equally appeal to professional hairdressers and end consumers while convincingly presenting the product range's versatility.

Approach and Realization

The concept brought together five key protagonists in a stylish loft setting: two renowned hairdressers and three international micro influencers. Over two intensive production days, both indoor and outdoor footage was captured, later refined through comprehensive post-production. The result was diverse educational lifestyle content designed for both Schwarzkopf Professional's own social media channels and the influencers' platforms. The hairdressing experts' distinctive signature styles seamlessly merged with the influencers' individually created looks to form a cohesive visual narrative.

Results

The content campaign resonated strongly across all target groups. Schwarzkopf Professional showcased the complete event journey on Instagram, featuring both feed posts and stories with before-and-after moments, all day and night looks, plus inspiring tutorials and high-quality stills. Authentic interviews with the hairdressers added credibility to the content and, alongside professional YouTube tutorials, served as valuable inspiration for hairdressers worldwide. Despite purely organic distribution on Instagram, the content achieved an impressive 730,000 impressions, while the YouTube tutorial scored with 390,000 total reach and an average of 28,000 views.