Schwarzkopf is plotting an assault on the haircare styling market next year with the launch of Prostyling. The manufacturer introduced a new styling range – SuperSoft – in May this year (MW March 7).
Prostyling is expected to compete against L’Oréal’s Studio Line range, one of the top-selling styling brands in the market. The new range will be in shops from February.
A spokeswoman for the company says: “Schwarzkopf is planning to be the highest spender in the styling market with this
new launch.” Prostyling will be supported by a TV and press campaign in March, created by TBWA in Germany. Media is through Mediaedge:CIA.
An industry insider says: “Prostyling will be Schwarzkopf’s first serious attempt to launch a styling range in the consumer market. It did launch SuperSoft, but the range is not very successful. It wouldn’t surprise me if it culled the SuperSoft range.”
SuperSoft recently secured a deal to sponsor Granada Enterprises’ This Morning show (MW August 1).