Bucharest, May 25, 2026 – Following a selection process carried out at the end of last year, Henkel Romania appointed Highlight Group, the independent communications group formed by Highlight Agency and Highlight PR, to manage the Schwarzkopf account and its integrated communication and brand activation strategy in Romania over the long term.
With a global heritage spanning more than 125 years, Schwarzkopf is one of the strongest names in the international haircare industry, recognized for its constant innovation, professional expertise, and the development of iconic products across hair color, care, and styling categories. Under the global platform “FOR EVERY YOU.”, the brand aims to support individual self-expression through high-performance solutions tailored to consumers’ real needs.
“Winning this account marks another important step in Highlight Group’s development and reconfirms the way we approach integrated communication: strategically, creatively, and always connected to real business objectives. Schwarzkopf is an iconic brand with a strong international presence and ambitious goals on the local market, and our partnership with Henkel Consumer Brands gives us the opportunity to develop together projects that are relevant both for consumers and for the business. This is the kind of collaboration where passion for the brand and the energy of the teams involved truly make a difference and bring ideas to life through projects with real impact,” said Ionuț Curtean, CEO of Highlight Group.
As part of this new partnership, Highlight Group will provide integrated strategy and creative services, media relations, consumer and brand communication, events, and brand experience services, both at masterbrand level and through dedicated executions for each sub-brand.
The mandate focuses on developing the Schwarzkopf ecosystem in Romania, with a focus on Gliss, Creme Supreme, and Taft through integrated campaigns designed to increase visibility and strengthen consumer connection. The scope includes the strategic activation concept for 2026, premium in-store executions, local campaigns, strategic partnerships, and special projects.
“We were looking for a partner capable of understanding not only the Schwarzkopf brand DNA, but also the real dynamics of the hair categories in which we operate. In Highlight Group, we found an integrated strategic approach supported by a strong understanding of both the consumer and the brand, along with solid expertise in retail execution and events, as well as in the way different communication disciplines can work coherently together to build long-term relevance and results. We are confident in the direction we are building together and in the growth potential that this partnership with Highlight opens up for Schwarzkopf in Romania,” said Costi Vasile, Head of Marketing, Henkel Consumer Brands.
This new collaboration also confirms Highlight Group’s strategic direction for 2026 and further strengthens its positioning in the integrated communications space. In line with the delivery standards that have defined the group’s projects in recent years, Highlight Group continues to build a model in which creativity, strategy, and execution work seamlessly together to deliver relevant solutions implemented with rigor and without compromise between ideas and results.
About Schwarzkopf
Schwarzkopf is one of the world’s best-known haircare, hair color, and styling brands, with a tradition of more than 125 years in the industry. Part of the Henkel Consumer Brands portfolio, the brand is globally recognized for innovation, performance, and expertise, continuously developing solutions adapted to consumers’ real needs.
Over time, Schwarzkopf has built a diverse portfolio that includes dedicated haircare, styling, and coloring ranges such as Gliss, Taft, and Creme Supreme, each contributing to complete and flexible routines for different hair types and styles.
The brand’s development is based on continuous research and collaboration with industry professionals, with the objective of offering effective, easy-to-use products that remain relevant to current trends. Schwarzkopf continues to be a benchmark in beauty, guided by a passion for hair and a desire to support individual expression through styling.
About Highlight Agency
Highlight Agency is an independent advertising agency with extensive experience in the BTL sector, both on the local and European markets.
We are proud of our team of more than 40 advertising professionals specializing in Strategy & Creative, Client Service, BTL, Digital, Production, and Logistics, as well as of our long-term partnerships with companies across multiple industries. Together, we create relevant and memorable experiences in corporate, trade, in-store, digital, and festival environments.
Highlight Agency provides full-service communication services with a focus on BTL and operates through a headquarters in Bucharest and six regional branches in Sibiu, Cluj, Brașov, Pitești, Suceava, and Constanța, alongside multiple logistics centers and a nationwide network of more than 650 professionals including brand ambassadors, suppliers, and partners.
The agency’s client portfolio includes companies such as Ursus Breweries, PepsiCo Romania, Kandia Dulce, Danone, Beiersdorf Romania, Lidl, Veranda Mall, Heidi Chocolat, Ficosota, Telekom, and Asahi CE & Europe.
About Highlight PR
Highlight PR is an independent communications and public relations agency that approaches every project from an integrated perspective based on authenticity and relevance.
We believe the right stories strengthen the connection between organizations and consumers, which is why we approach every communication project strategically, starting from facts, realities, and shared values, with the goal of supporting the long-term development of brands.
The Highlight PR team is made up of communication specialists with multidisciplinary experience and a strong connection to emerging trends, coordinating diverse projects across PR, Online, Digital & Social Media, and Events: from strategy and concept development through implementation and evaluation.