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One Way to the Future

Success story - snapshot


Service: Schwarzkopf's annual conference

Location: Spain


  • Schwarzkopf, and their parent company Henkel, has trusted CWT Meetings & Events to manage their global events for more than 20 years
  • Originally planned for 2019 and postponed twice, expectations were higher than ever. It had to be a live immersive experience, nothing else would do
  • The event had to entertain and exhilarate attendees, as well as inform and leave a lasting impression with the ultimate call to action of increasing digital downloads and online sales
  • Develop an innovative and creative conference to showcase the future of beauty
  • Raise awareness of the event with a social media marketing campaign, engaging influencers on platforms Instagram and TikTok
  • Leverage supplier relationships following two previous event postponements
  • Attract and build relationships with 600 Spanish hairdressers
  • Exclusive event branding throughout the entire venue

“Since the close of the event, we have not stopped receiving messages of gratitude and emotion from the clients who attended. They are excited about the whole experience and thank us, not only for the tangible elements that were spectacular, but especially for the constant attention and warmth that was demonstrated at all times by the whole CWT team.”

Elena Garcia Maso
Project Manager Iberia
Henkel Beauty Care Professional


  • Plan an in-person event that presents new product solutions and trends to 600 hairdressers, in a fully digital world
  • Source the best venue/hotel and offer the most creative “futuristic” ideas across catering, workshops, and entertainment
  • Make use of innovative and new concepts that will help convey the futuristic theme and add a WOW factor
  • Manage uncertainties of COVID-19, including renegotiating supplier contracts following two years of postponements


  • CWT Meetings & Events developed the theme and concept of the event, and brought it to life over the duration of the 3-day conference
  • CWT M&E proposed a number of venues, with Schwarzkopf selecting Asia Gardens Hotel & Thai Spa in Benidorm, Alicante. A complete buy-out meant that the venue exclusively featured event branding throughout
  • The venue’s Asian restaurant was transformed into a fully operational hair salon, immersing attendees in the experience and allowing them to see and use Schwarzkopf’s new products
  • For the target demographic of attendees, we recommended providing a mobile app instead of website with QR codes controlling access to workshops and lunches and robots assisting attendees with event questions
  • With the futuristic theme in mind, a walking talking robot was programmed to assist with event-related queries, it also mingled and danced with attendees, much to their delight
  • We worked with Lumentium table mapping and 3 Michelin star chef Ramon Freixa to deliver an elite gourmet experience which combines technology with haute cuisine to allow food and virtual environments to be enjoyed in total sync
  • Managed a last minute change of plan for a 600-person dinner when weather meant that outdoor dining wasn’t an option
  • Coordinated additional entertainment including synchronized swimmers, floating dancers in bubbles, a futurist violinist and LED Batucadas


  • Feedback from the client that the event and our planning and delivery exceeded all expectations
  • High attendee participation and engagement
  • Schwarzkopf collated attendee feedback via email and the dedicated app – all was positive
  • Schwarzkopf reported an increase in online sales following the event

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