Henkel brings minimalist new design to its Schauma brand in plastic reduction drive

22 Feb 2022 --- Henkel’s Schwarzkopf brand Schauma is relaunching this month, bringing a more minimalist and modern style to its packaging that focuses on the ingredients and consumer benefits.

Schauma is seeking to cater to what it says is rising consumer demand for “caring foam crowns” for young and old family members. A fragrance update and improved formulas have also been added to “ensure a well-groomed, pleasant hair feeling.”

“A fresh, clean and more environmentally sustainable product design as well as caring formulas offer the right product for young and old and make Schauma a favorite in every bathroom,” says the company.

“Emotional” logo design
Henkel has pledged to make 100% of its packaging recyclable or reusable and reduce fossil-based virgin plastic use by 50% by 2025.Described by Schauma as “timeless, unisex and modern,” the brand will appear with a completely new design, with clear communication of hair type and product benefits that make it easier to choose the right product.

The relaunch is also designed to visually convince consumers with a monochromatic design: cap and bottle are made with the same color and leave space for illustration. According to Henkel, the way consumers are addressed has also been adapted to the new design.

The packaging is made with more environmentally sustainable materials, along with a new design.

In addition to the “particularly [environmentally] sustainable solid pieces of foam,” which are packed in a recyclable paper folding box instead of plastic bottles, the opaque bottle bodies of the Schauma relaunch are made with 50% recycled plastic, and the transparent bottle bodies are at least 98% recycled plastic.

Neither bottle has a separate label intended to reduce plastic usage, and the caps are made from 25% recycled plastic. All bottle bodies have also been reduced in weight. The new, improved formulas are vegan and partially silicone-free.

Henkel’s eco-efforts
The redesign and relaunch of Schauma’s packaging join a number of recent innovations made by the brand’s parent company Henkel, as it seeks to lower its environmental footprint.

Last month, Jokey partnered with Henkel Adhesives Technologies and Akpol, a Polish specialist in plastics recycling, to advance the circular economy in the plastics industry through a pilot project using fully recyclable packaging. The project, active since 2021, explores the possibilities of closed-loops, where raw materials are kept in strictly closed cycles.

To ensure this, Henkel as a brand owner, Jokey as a specialist in environmentally sustainable packaging solutions, and Akpol as an expert in plastics recycling work closely together.

Earlier this month, Henkel was equipped by Mondi with a “keep-at-home” refillable pump dispenser for its hand dishwashing products, which can be used to refill plastic bottles from flexible pouches also produced by the packaging giant.

This innovation supports Henkel’s pledge to make 100% of its packaging recyclable or reusable and reduce fossil-based virgin plastic use by 50% by 2025.

By Louis Gore-Langton

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