Schwarzkopf Professional Press Release Creation

The Briefing

As primary content partner, we were tasked by Schwarzkopf Professional’s marketing team to plan and create press releases for every one of the brand’s marketing activities, throughout a yearly cycle. This ranges from creating new brand-specific press releases – such as announcing a new-to-market premium haircare range – to the promotion of brand ambassadors, unique hairdresser tools or the latest fashion and hair trends.

Our skilled copywriters like to fully absorb themselves in a brand to ensure that a gm-design press release not only correctly portrays an activity, but it really hits home with copy that appeals, attracts and engages. Therefore, the most important part of our briefing process is communication; this includes regular email and telco briefings/updates via both Schwarzkopf Professional marketing and brand teams, alongside extensive information sharing within the gm. team.

The Challenge

The greatest challenge with this type of copywriting is ensuring the desired massage is delivered in such a way that is bespoke to the specific brand under the Schwarzkopf Professional umbrella. However, it still needs to feel very much like a Schwarzkopf Professional press release. This means a balance needs to be maintained between Schwarzkopf Professional brand language and a sub-brand specific story – all whilst keeping in mind a global B2B or B2C audience.

The Solution

To ensure we deliver a press release that meets the needs of multiple stakeholders, our process includes several communication touch points, as well as extensive brand and market research that goes beyond the briefing. Fully absorbing ourselves in our clients’ activities allows us to really define the target audience(s), so that we can craft content that will really resonate. Our copywriting team works with multiple assets, including technical manuals, trade ads, marketing dossiers, educational and sales materials; these are combined with our own expertise to create a consistent tone of voice for both Schwarzkopf Professional and the sub-brand. Internally, the gm-design team holds weekly meetings, so that across the different service departments, we can openly share information; this means that if any brand details evolve, we are all on the same page. For us, communication and consistency are key when sharing a brand story, especially when it comes to press releases.