Rascasse Audience Intelligence

schwarzkopf Target Market in Germany

A data profile of the people who buy, follow and care about schwarzkopf in Germany — modelled from more than twelve digital signal sources. schwarzkopf has an estimated audience of 384,249 people in Germany.

#4among Hair care in Germany#1847among Brand in Germany#210in Beauty & Wellness

The average schwarzkopf fan in Germany is 35.1 years old, more female, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include Dolce Vita (TVB), Pantene Pro-V, Redken, with strongest over-indexing on Dolce Vita (TVB) (20× the country average).

Demographically, the schwarzkopf audience skews more female with an average age of 35.1, and over-indexes on personality traits such as Creativity, Design Affinity.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical schwarzkopf fan in Germany is more female, around 35.1 years old, with strong Creativity tendencies and a notable affinity for Dolce Vita (TVB).

Category: Beauty & Wellness · Type: Brand · Subtype: Hair care

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the schwarzkopf profile in Germany.

Audience size
384K
in Germany
Gender
87.9%♀
12.1% male
Age
35.1
average years
Country rank
#14479
Brand in Germany
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of schwarzkopf

87.9% are female, 12.1% are male, average age 35.1.

Fig. 02

Gender split

87.9%
Female
12.1%
Male
Demographic split for schwarzkopf audience in Germany
MetricValue
Female87.9%
Male12.1%
Average age35.1
Estimated audience size384,249
Fig. 03

Age distribution

Ø 35.1
average years
Age distribution of the schwarzkopf audience in Germany
Age bracketShare%
16-1923%
20-2927%
30-3924%
40-4919%
50+7%
Fig. 04

Worldwide distribution

7.7%

of the worldwide schwarzkopf audience comes from Germany.

Worldwide audience distribution share by country for schwarzkopf
CountryShare
United States14.6%
Brazil11.6%
Germany7.7%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the schwarzkopf audience in Germany is strongest.

Fig. 05

Top regions by affinity

schwarzkopf customers by region in Germany
#RegionReachAffinity×
01Bayern~80K1.24×
02Brandenburg~10K1.22×
03Hamburg~10K1.21×
04Berlin~20K1.19×
05Nordrhein-Westfalen~90K1.07×
06Hessen~30K1.03×
07Bremen~3K1.02×
08Schleswig-Holstein~10K0.98×
09Baden-Württemberg~50K0.97×
10Niedersachsen~40K0.96×
11Saarland~4K0.94×
12Rheinland-Pfalz~20K0.91×
13Sachsen-Anhalt~9K0.87×
14Thüringen~9K0.87×
15Sachsen~20K0.84×
16Mecklenburg-Vorpommern~6K0.80×
Fig. 06

Affinity by region

Affinity by region — schwarzkopf, Germany
0.80×1.00×1.24×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the schwarzkopf audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for schwarzkopf audience
#·InterestCategoryAffinity×
01Got2bBeauty & Wellness34.14×
02GoldwellBeauty & Wellness33.51×
03Pantene Pro-VBeauty & Wellness33.32×
04SyossBeauty & Wellness24.37×
05Dolce Vita (TVB)Movies & TV20.00×
06Estate jeweleryFashion & Accessoires20.00×
07John FriedaBeauty & Wellness19.38×
08AvedaBeauty & Wellness17.45×
09Hair waxBeauty & Wellness16.00×
10RedkenBeauty & Wellness14.70×
11Heated clothingFashion & Accessoires13.35×
12HenkelHome & Garden12.41×
13Hair follicleBeauty & Wellness4.83×
14Anti-aging creamBeauty & Wellness4.81×
15Hair coloringBeauty & Wellness4.40×
16Taylor SwiftMusic & Radio4.36×
17Natural skin careBeauty & Wellness4.29×
18HairstyleBeauty & Wellness2.89×
19DeichmannShopping2.80×
20H&MShopping2.15×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the schwarzkopf audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by schwarzkopf audience · What stands out
TraitClusterDeviationScore
CreativityOPEN1.65×
Design AffinityPREMIUM1.59×
SustainabilityBALANCE1.37×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by schwarzkopf audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.59×
PatriotismCONSERVATISM0.66×
Risk AppetiteTHRILL0.87×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is schwarzkopf's target market in Germany?

schwarzkopf's target market in Germany covers an estimated 384,249 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of schwarzkopf customers?

87.9% of the schwarzkopf audience are female, 12.1% are male, with an average age of 35.1 years.

03

Which brands do schwarzkopf fans like most?

schwarzkopf fans show strongest brand affinity for Dolce Vita (TVB) (20×), Pantene Pro-V (33.32×), and Redken (14.7×) over the country average.

04

Where do schwarzkopf fans live in Germany?

schwarzkopf fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~90K), Bayern (reach ~80K), and Baden-Württemberg (reach ~50K). These three regions account for the largest share of the active audience.

05

What other brands do schwarzkopf fans also like?

Beyond schwarzkopf itself, the audience over-indexes on Pantene Pro-V (33.32×), Redken (14.7×), Heated clothing (13.35×), and Goldwell (33.51×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Hair care audiences in Germany

See schwarzkopf audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for schwarzkopf. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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