Along with swing, rock ‘n’ roll and petticoats, the 1950s ushered in new attitudes and
lifestyles – and new hairstyles, too. No woman would think of leaving the house without
elaborately and immaculately styled hair. A new name emerged: Taft, “The liquid hairnet”
became one of the best-known articles of the German economic boom years, and the
expression “Tafting” entered the language as a synonym for ”spraying with hairspray.”
The hippie movement marked the 1960s, and the miniskirt became the fashion item of the
decade. In 1960, Schwarzkopf Professional launched the premium hair colorant Igora Royal,
which became one of the most significant brands worldwide in the professional hairdressing
sector. Bell-bottoms and platform shoes characterized the 1970s. Manes of curls à la Farrah
Fawcett were paraded in the discos, and the perm was the “in” look. Fully in keeping with the
times, Schwarzkopf introduced the “Schwarzkopf method,” the first ever integrated
approach to permanent waving, comprising consulting, technology and training. With the
introduction of the color mousse Igora Toning to European salons in 1975, the coloring and
toning of hair became even simpler.
Already an issue in the 1970s, environmental protection remained one of the most important
social topics during the 1980s. Far ahead of its time, Schwarzkopf was the first international
cosmetics manufacturer to react, adapting Taft in 1987 and using only CFC-free
propellants. Now blow-dried styles, mullets and Mohicans could be styled without harm tothe environment.
The 1990s brought a yearning for natural products. Schwarzkopf responded to this demand
as early as 1991, introducing plant-based colorants with Igora Botanic. This semipermanent
colorant was free of pesticides, herbicides and fungicides, achieving its effect
through the industry’s first ever biodegradable organic formula. In 1995, Schwarzkopf was
acquired by Henkel and evolved into one of Europe’s leading hair cosmetic
manufacturers. In 1998, the year of Schwarzkopf’s centenary, yet another groundbreaking
innovation was launched – Re-Nature, the first self-pigmenting product for graying hair. Its
revolutionary formula reacts with the oxygen in the air and restores graying hair to its originalcolor.
Sexy, trendy, and inspired by top stylists in the new millennium, the hip styling series OSiS
from Schwarzkopf Professional set new standards in styling techniques. In 2002,
Schwarzkopf Professional brought out a professional haircare program, BC Hair Therapy,
especially designed to meet the needs of individual hair types. The styling products from the
Silhouette range were also re-developed at this time in collaboration with styling experts.
2003 saw the opening of the Flagship Academy Schwarzkopf (ASK) in Tokyo and the
celebrated premiere of the German Hairdressing Award, the largest independent photo
competition for the German hairdressing industry. The advent of the premium haircare range
SEAH Hairspa from Schwarzkopf Professional transforms daily hair care into a moment of
pure luxury and pleasure. With the opening of the London ASK Academy in 2004,
Schwarzkopf Professional expanded its international training and seminar opportunities for
hairdressers, thus strengthening Schwarzkopf’s standing in the international market. In the
same year, inspired by the latest trends from L.A. and New York, the streetstyle series göt2b
from Schwarzkopf created a splash with attention-grabbing names such as “Lockmittel”
(Bait) and “Größenwahn” (Delusions of Grandeur).
Since 2005, a systematic innovations process has enabled Schwarzkopf to bring new
developments to the market more rapidly than ever before. The Schwarzkopf “Retoucher”
allows the toning of hair roots between salon visits. Natural & Easy offers colors that never
appear monotonous, thanks to exclusive Multi-Accentuation Technology. Taft launched
the Silk-touch line, and göt2b conquered the European market as the styling series for
trendsetters. In 2006, the hair care specialist Gliss augmented its product range with the
innovative Total Repair 19 Formula, and Taft introduced its Senso-Touch Effect to its products.
