Technology naming for Schwarzkopf

Back to the roots with hair care naming

And with naming for Henkel. Their plan? Not only to strengthen the hair of all customers, but specifically Schwarzkopf as a master brand. In line with the strategic relaunch and as a highlight of Schwarzkopf's story, a new anti-hairbreak technology will conquer the European market.

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Our goal? As a naming agency, we develop an English brand name that appeals to both professionals (B2B) and consumers (B2C), bridging the gap between a technical sound and an emotional topic.

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Both the briefing and the analysis make clear: we need a unique, strong name that shines within the competitive environment. The technology name should stand for the masterbrand idea – and for its own personality.

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Name development with brains

In the end, Henkel opts for "HAPTIQ System". Implying “Hair Protection IQ”, the name shows how hair transformation works. Literally, this is where technical elements meet a physical feeling.

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In addition, the name brings communicative power. Exactly what is needed to immediately catch the eye of anyone looking for a hair-strengthening product.

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Smart, strong, Schwarzkopf.