Why brands need to learn from Schwarzkopf Shaping Futures initiative

An integral factor that drives the marketing strategies for any brand today is the sole purpose of churning out the maximum profits as soon as possible. In popular culture today, even if big brands are investing into experiential initiatives, they somehow desperately seek out a measure to sell their products in the market with the initiative.

In such money minded times, the Schwarzkopf Shaping Futures initiative is a guiding force to brands on how can they truly establish themselves right there in the hearts of not just their TG but across all age groups and markets.

The Shaping Future philanthropy project undertaken by Schwarzkopf Professional mirrors the Indian PM’s agenda for the next 5 years of Skill India movement. As our Honourable PM Narendra Modi rightly says that our youth doesn’t want to live a life of pity, they want to live with self-respect and dignity.  And for this we need to create structures and mechanisms to nurture youngsters, enabling them to find employment, to be empowered with skills that will aide them to support themselves and their families.

Through this social initiative, Schwarzkopf  every year gives  unprivileged young adults the opportunity to learn a valuable vocation, for free, instead of a life of unfair working conditions and low wages. This philanthropy project has also been instrumental in creating numerous success stories where the young professionals post their training have gone on to run successful business units and supporting their families in different parts of the country.

The way in how this initiative runs is that the candidates for this training program are pre-selected by a non-profit organisation, Plan India. Post the pre-selection, the most deserving and motivated candidates who wish to make a living as a hairdresser are finalized to be trained under the Schwarzkopf Professional team. The training classes usually last six weeks and consists of five modules: consultation, cutting, dressing, colour and form. During the course of training, students regularly meet with local salon owners that enable them to pursue careers in a near-by salon.

This year Shaping Futures Initiative India, 2015 is in the 5th consecutive year and 22 young candidates who have the passion for hairdressing are participating in the training program.

Interesting is to see how an international brand like Schwarzkopf has through this initiative struck the right cord with enabling development while creating experiences at the same while a majority of Indian and local brands are failing to do so.

What marketers need to understand is that customers today are more smart and aware of what is happening around them. By merely launching a flashy ATL campaign with gimmicky messages or fun filled BTL activity alone the brand is not going to benefit today. In the dynamic and rapidly evolving market today brands need to earn the respect from their TG first and form a bond that goes beyond the traditional relationship of hard and sell.

Through an initiative like Shaping Futures, Schwarzkopf has weaved stories around its brand ethos. Stories that are going to stay in their customers mind every time they will see the brand, stories that they will share with their friends and foes feeling proud of their association with it and isn't this an identity all brands across the world are trying to establish for themselves. Initiatives like these are the only way brands can hope to have a loyal customer base over the years.