We created a Facebook application that enabled users to upload their photo (or take one with the webcam or use one from Facebook albums), then choose and apply their new hairstyle and colour. Finally, after a few simple steps, users were “awarded” with a new photo of herself/himself with their new hairstyle and colour. Photos could be shared with friends via either Facebook wall or used as profile picture on the fan page. Additionally people were able to enter a contest with their newly created photo and win Schwarzkopf products and a cocktail shaker to help them enjoy getting ready to go out even more.

The number of Facebook fans of Schwarzkopf Slovakia increased within five weeks by 1 421 which represents an increase by more than 44%. Nearly 3,000 people used the application and more than 2,200 photos entered the contest. After successful implementation in Slovakia, the concept has been adopted by Schwarzkopf also in Poland, Hungary, Czech Republic and Croatia.