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.