Malaysia – Henkel concluded its six-week Schwarzkopf Ambassador Search with the appointment of 10 new ambassadors to carry the brand image.
The selected 10 will be lavished with a year’s supply of Schwarzkopf retail hair care and styling products and be invited to grace various corporate publicity events and activities as well as formal events throughout 2013.
They were said to have been picked for their confidence, charm and vibrant personalities that Markus Daburger, general manager of Henkel Beauty Care – Cosmetics Retail, Malaysia & Singapore, believes best personify Schwarzkopf as a brand.
The search began with a six-week road show ending on 15 January, conducted throughout selected major colleges and universities in the Klang Valley with the 10 selected from 243 young participants who were asked to purchase any Schwarzkopf retail product to subsequently get entitled to a free makeover and photo shoot.
“We had a very encouraging response for this search. From all the participating photos of the contestants, I would say that our Malaysian youth are a bunch of beautiful young people with bright shining personalities,” said Daburger, adding that there is no shortage of talents here (in Malaysia).
Schwarzkopf will be utilising its Facebook page to inform fans of the progress and activities of the 10 new ambassadors.
Schwarzkopf officially launched its new retail range targeted at the Malaysian mass market in June last year after catering only to highly regarded professional hairdressing salons at premium rates.
At the same time last year, Henkel picked MEC as its appointed media agency for the retail hair care business in Malaysia following a three-way pitch.