Not only did we identify the most respected magazine in Australia; Marie Claire, we tempted the Editor Jackie Frank to front the show!

A fly-on-the-wall TV series was then created offering viewers an exclusive look into Marie Claire magazine. The series was broadcast on Network Seven featuring Schwarzkopf experts, stylists and products in every episode.

The show covered premium fashion and beauty events such as Prix-de-Marie Claire. Viewers saw Jackie Frank attend Fashion Week in Paris and Milan and we even managed to secure an interview with global Schwarzkopf Ambassador Heidi Klum – a first for the Australian brand team. What’s more, we had an entire episode focussed on Schwarzkopf’s search for ‘Australia’s-Most-Beautiful-Hair’ which was also supported within the magazine.Each episode was accompanied by our bespoke content where at key points during the show we broadcast Schwarzkopf experts demonstrating how you could achieve the key look featured that night.

The show exceeded all expectations reaching over 3.3m viewers. Our bespoke content had an even greater footprint reaching over a quarter of the population on TV alone.Our online activity enabled users to engage with Schwarzkopf content reaching 3.2m unique browsers and we grew their Facebook community by over 300%The real goal was to change local perceptions of Schwarzkopf and we over-achieved on this by increasing the key metric of ‘Helps me create a runway look at home’ by 120% Market share of their fastest growing retailer increased 15% year-on-year, and was the highest ever during the campaign.