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Schwarzkopf, Henkel give old brand the kids' treatment

Published on .

DUESSELDORF -- Schwarzkopf & Henkel Cosmetic Duesseldorf has extended its 48- year-old Schauma brand into children's shampoo.

Schauma kids shampoo, designed for children between the ages of four and 10, features the Bubble Joe comic figure and comes in red and blue and in strawberry and cola scents.

Grothgar Manchot & Partner Duesseldorf, the agency that handles the established Schauma brand, has created a TV campaign to back the launch into a market that has largely been ignored in Germany.

Schauma holds a 24% share of the total $540m shampoo market.

Copyright July 1997, Crain Communications Inc.

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