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, the current trends, and the celebrity looks that are currently “in,” and using them to create modern, contemporary and distinctive looks. And that’s how the new Schwarzkopf looks have turned out: trend-conscious, cool, individual and wearable. One of his strengths, in addition to his effervescent creativity, his sensitivity to how women really want to look, and his feeling for individuality, is the professional way he applies all of this. What resulted was not only styles, but a perfect interplay of personality, color and cut. The Looks of 2009 convey a message: Become the person you really are. Reinvent yourself!

There are more options than depending totally on society’s general way of thinking and sense of style, more than the ideas of the great fashion designers, more than the visions propagated by the creative sector. “People are looking for individuality more than ever before,” according to Schwarzkopf hair expert Armin Morbach. “The way an individual feels, one’s self-consciousness, plays a crucial role here. Where do I stand in the context of what is going on around me?” The Schwarzkopf Looks of 2009 are therefore more than ever tendencies, showing the direction developments are taking. The Looks include four major hair trends and invite individual interpretation. Because one thing is clear: No amount of styling can create authenticity. “A cut means change. It can either transform you or remain superficial,” says Armin Morbach. “Only the personality of the wearer can make a look come alive.”

He draws the inspiration for his Looks from the international catwalks and from his eclectic experience in the fashion and beauty scene, in which he himself is one of the top innovators. Being able to think for the customer is one of his prominent qualities, as are the courage to question trends and the ability to create new visions out of the flood of trends. The creative realization of the Looks shoots was accomplished by New York fashion and beauty photographer Paola Kudacki. She has done photography for international women’s and lifestyle magazines, has worked for John Varvatos and Louis Vuitton, and in 2008 was represented in the group exhibition entitled “Dreamwomen” in Hamburg.