Who are the actors who weigh the most in the German hair landscape on Instagram? Unsurprisingly, Garnier is in first place with an Earned Media Value (EMV) of over €11.7 million, more than 1,700 influencers mobilized and nearly 9,000 mentions. Behind them, ghd and Wella stand out with strong committed communities, followed by L'Oréal Professional and Schwarzkopf. We also find Pantene, Kérastase, Henkel Group, Henkel Group, Head & Shoulders and a second appearance of Wella, a sign of a multiple activation strategy. A revealing overview of brands that seduce designers and influence the hair routines of consumers across the Rhine.
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