13.09.2022  •  Advertising NEWS

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Miraculous volume, miraculous waves, miraculous freshness … – TAFT is taking off again, and responsible for the global easy-to-handle overnight look was Director MONICA MENEZ

Strong women, strong styling – Taft is celebrating its relaunch with further spots in a skillful and laid-back continuation of its 90s success story with tongue firmly in cheek. The responsible agency was TBWA, and the lead agency was Henkel Beauty Care. Behind the camera stood female powerhouse and multiple award-winning photographer and director Monica Menez.

And that for good reason – both TBWA and Schwarzkopf have a keen eye for the sign of the times. Women stick together, have each others backs, stand up for one another, all while sharing hair tips & tricks at the same time. 



If you’re for female empowerment, you not only need to show it, you need to live and breathe it. That’s why it was so important for me to have a director like Monica Menez at my side who embodies precisely that and knows just how to convey it.”  Marjorieth Sanmartin, Executive Creative Director at TBWA.

The digital campaign, shown on YouTube and across various social channels, was developed and realized in cooperation with the production company e+p films. The good-looking takeaway halfway through the campaign : The confident Taft woman is back – and knows exactly how it’s done.



The Schwarzkopf brand TAFT
has already been making an appearance with a completely revised design since March 2021, consistently oriented towards the needs of customers : a new logo, a clear, color-based line structure, an easily understandable degree of hold, and immediately recognizable product performance facilitate the selection of the individual Taft products fit for the purpose. New formulas – without animal-based ingredients and silicones – ensure a pleasant hair look & feel and new styling experience. Particularly special about these new formulas is that purely synthetic, non-degradable polymers have been replaced by natural, bio-degradable alternatives – all without compromising performance.

Schwarzkopf is part of the Henkel AG family with headquarters in Düsseldorf-Holthausen, a listed German company in the consumer goods and adhesives industry with global brands and technologies in the three business areas laundry & home care, beauty care, and adhesive technologies.




GoSee : schwarzkopf.demonicamenez.de

 
Diane Pernet and Monica Menez

Diane Pernet and Monica Menez

 
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