The “111 Collection“ presents four new fashion moods for spring/summer 2009 and at the same time celebrates the 111 years since Hans Schwarzkopf opened a drugstore in Berlin in 1898. For the shooting of the new collection, the team came back to Berlin. The trends are called 80‘s Dance, Glamazon, Sunday Best, Rounded Form and promise to become the hottest newcomer of the coming season again.

Simon Ellis, Global Director Professional Partner Services, about the idea behind Essential Looks:
"We take the key trends directly from the teams working on the key shows and translate these into both aspirational and real hair looks that we predict will be popular on the high street during the forthcoming season."

This is the third time in a row that Armin Morbach has created “Looks For You” in collaboration with Schwarzkopf, the Looks of 2009. Armin Morbach’s high aspirations involve taking the latest inspirations from the world of beauty and fashion. And that’s how the new Schwarzkopf looks have turned out: trend-conscious, cool, individual and wearable.

Armin Morbach, internationally recognized hair and make-up artist, is an ambassador for Schwarzkopf. He is responsible for the development and realization of the Schwarzkopf hairstyle trends, “Looks For You.” His motto says it all: “louder, better, bigger!“

Schwarzkopf hair and make-up artist Armin Morbach tells in the making-of film more about the creative process behind the current collection of “Looks For You“. Moreover, he invites you to take a look behind the scenes of an exciting photo shooting.