As part of this year’s Consumer Behavior master course, Carolin Müller from Henkel Beauty Care was invited to the Chair of Marketing Management to share practical course-related insights.

As Brand Activation Manager for the #1 hair styling brand Taft, she introduced students to the way of working in a professional marketing organization while providing a deeper understanding of how consumer behavior is actively incorporated into brand management. By for instance illustrating to the students how the relaunch of the iconic Taft in 2021 was implemented.

Starting from an analysis of the product category, Carolin Müller explained the characteristics of the hairstyling market and the associated consumers. Based on this, she outlined the status quo of the Taft brand concerning its customer base. Using specific examples from Henkel's recent analytics, she showed how the brand evaluates consumer behavior to understand and then segment consumers. Finally, Carolin Müller illustrated how this knowledge was translated into concrete promotions and various targeted communication campaigns for the Taft relaunch in 2021.

After this insightful presentation, the students had the opportunity to ask questions and to get in touch with the guest speaker. We thank Carolin Müller for her in-depth presentation and hope to welcome her again in next year’s lecture.