Schwarzkopf is a major hair-care specialist on the Russian market. In 2002, the company launched its LIVE brand of hair colouration. Its major competitors are: L’Oreal, Garnier, Wella, etc …Many other hair colour products are aimed at a female target and are very successful in Russia. The innovation in LIVE is that it is a unisex product, aimed at a young, fashionable urban target.We could have just run a spot campaign on the music channels, but we wanted to develop a deeper relationship. We needed a programme that was appropriate too.