Screen Play: Visual Direction

Schwarzkopf Professional has updated its website,, to better meet beauty pros’ needs. “It allows stylists to effortlessly navigate through the world of Schwarzkopf Professional while being visually inspired,” says Schwarzkopf Professional USA Director of Marketing Amy Garrett. “It also keeps them informed about the latest product innovations and up-to-date trends and connects them directly to social media.” The new site is designed to present information more graphically, with the click-through ability to take visitors easily from seasonal trend collections to the brand’s blog. Those wanting more focused navigation will find dedicated links to Schwarzkopf’s products, social initiatives, corporate information, education and salons at the bottom of the page. For instant access to industry training, a drop-down menu on the home page brings stylists to the professional-exclusive Ask Education site, —B.K.


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