My Specialist

Custom haircare routine creation


Brand creation for the Chinese market

Schwarzkopf = a passion for hair for more than 100 years with the development of professional and innovative products.

As everyone’s hair is unique, Schwarzkopf creates especially for Chinese customers a premium & customized offer with this new brand: My Specialist, only available online.

A personalized haircare system is formulated based on your hair condition under microcospic test, bringing you a perfect tailor made solution for healthy & beautiful hair.



How does this customization journey work?

The journey lasts from 8 to 14 days: 

- You pre-order your kit online

- You receive at home your hair analysis guide. You reply to the Q&A form and send a sample of your hair.

- A team of Schwarzkopf Specialists analyzes your hair and answers to create customized products.

- Your customized routine is then sent to your home to perfectly nourish and pamper your hair.

The 1st brand attribute Crepuscule designed is the brand name with a mix of 2 fonts to express the uniqueness and personalized offer with the MY, counterbalanced by the expertise and high-technicity of SPECIALIST. Premiumness is conveyed by the silver finishing and minimalistic look.


An expert diagnosis

My Specialist offer is composed of shampoo, conditioner and hair supplement shots.

Packaging shapes were chosen to reflect expertise, and functionality. Purity is enhanced by a pearly white finishing and touches of silver.

Brand layout is very professional with hair profile combination indicators, played with brush strokes indicating the customer hair needs.


A custom routine

Shampoos, treatment masks and serums are developed with a unique combination of tailor fit formulas to answer the customer hair needs.



My Specialist brochure accompanying the box

Crepuscule also created a high-end and wow brochure with the customer’s hair analysis and dedicated routine.