History:
For the new millennium, Schwarzkopf stunned California with the launch of its revolutionary new hair brand, got2b. Got2b has been labeled “the brand that sets trends and breaks them”.

After leaving a huge aftershock of success in the states, got2b hopped over the pond to Europe and conquered Germany and Austria in 2004. Two years later, got2b is available all over Europe, Russia, Australia and China.

Got2b is globally successful and it’s refusal to play by conventional rules and its rule of innovation and originality. It's the reason why it became the No.1 Hair Styling Gel in the US.

Who do you want 2b today?
Got2b is about attitude for hair. Hip tailor-made styles without that salon mark-up. Handing over control to people and adding fun and edge to their lives. Innovation and testing the boundaries is key.

Adapting a brand for the Chinese market is our forte. There was undoubtedly a market for this kind of product in China, it was just a case of finding the right approach with which to launch the product in the Chinese consumer market.

We were commissioned to develop and produce the concept, product brand name, logotype design, packaging, final artwork, and copy development. So there was a lot of ground to cover and there were a few challenges to overcome.
CHALLENGE:
We needed to keep the original name short and to the point, in keepting with the brand itself. Devising a method of communicating the holding power of the complete range of products without printing a complete description on each one.

SOLUTION: the strength of hold.
We developed different levels for the product. Strong hold (holds the style you make).

Extra hold (easy to mold your style & holds for a long time).

Hold (extra strong hold).

Extreme hold (super strong hold).

Ultimate hold (the highest level of hold).
CHALLENGE:
To understand the custormer target, research showed that 3 was type products were not referred to as wax, and that descriptions were used unfamiliar to the Chinese comsumer.

SOLUTION:
Create new type products that use “wax” in the description.
Molding gum – gum-style wax.
Define & Shine wax – shiny wax.
Matte paste – molding wax.

It’s not a case of simply translating the English product names, like “spiked-up” and “kinky”, directly into Chinese, for more often than not there isn’t a direct translation and a lot of the meaning can be lost. With the Chinese product names we try to provide meaning for Chinese consumers.
Got2b is still an ongoing client for PG and we’ve helped them with campaigns such as ‘Style Tini’. The concept of which was ‘Style Tini’ provides attitude for hair for party animals from “Dusk till Dawn”’.

2006 - the year of the launch of got2b in China – was entered into by Henkel as ‘The Year of Innovation’. The launch of got2b in China was an extension and massive addition to the companies soaring success rates in 2005.