ARCHIVESchauma Bets on Family to Break Into the Iranian Market
Schauma's 'Your Dream is My World' is a 2020 digital video and brand-activation campaign created by Tehran-based agency Badkoobeh for Henkel's family haircare brand Schauma, positioning it as an inclusive, all-ages solution for Iranian consumers across different hair types and genders.
Schauma is a haircare brand owned by Henkel, the German multinational chemical and consumer goods company. In Iran, Henkel had established early recognition primarily through Schwarzkopf, its premium professional haircare line. The 'Your Dream is My World' campaign represents a deliberate strategic effort by Henkel to introduce and build equity for Schauma as a distinct proposition in the Iranian market — one rooted in accessibility, variety, and family relevance rather than professional prestige. Published in February 2020, the campaign comprised two formats: a digital video advertisement distributed across online platforms and a live brand-activation event designed to bring the campaign's inclusive philosophy to life through interactive family participation.
The campaign's central copy line, 'Your Dream is My World,' anchors the brand's promise in empathy. It communicates that Schauma recognises and responds to the individual haircare aspirations of every consumer, whether a child, a parent, or an adult with a specific hair concern. By foregrounding product variety alongside emotional connection, the campaign attempts to shift Schauma from a relatively unfamiliar name in the Iranian beauty and health landscape into a trusted household brand. The brand-activation event reinforced this positioning through games and participatory activities calibrated for multiple age groups, signalling that Schauma's relevance extends across the full family unit.
ARCHIVEHenkel faced a specific market-entry challenge in Iran. The company was already known in the country through Schwarzkopf, a brand associated with professional and aspirational haircare. Introducing Schauma required a meaningfully different angle — one that would not cannibalise Schwarzkopf's positioning but would instead address a broader, more everyday consumer need. The strategic answer Badkoobeh arrived at was family inclusivity: a positioning that speaks simultaneously to parents choosing products for children, individuals managing diverse hair types, and households seeking a single trusted brand for multiple users.
The broader market context supports this logic. The global shampoo market was valued at approximately US$30.75 billion in 2020, according to Ken Research, with standard shampoos accounting for an estimated 91.1% of that volume, per Scotts International. In Iran, the beauty and health sector has seen growing consumer engagement with international brands, particularly through digital channels, according to Techrasa, which tracks Iran's digital economy and advertising landscape. Schauma's decision to lead with a digital video reflects the increasing penetration of online video consumption among Iranian audiences.
Competitively, Schauma entered a market where Procter and Gamble and Unilever held significant global shampoo presence — with company-level shampoo share estimates of 12.8% and 11.6% respectively, according to Ken Research. Both competitors have long-established brand recognition and distribution advantages in multiple markets. Schauma's family-oriented campaign strategy offered a route to differentiation that relied less on competing on product formulation or celebrity endorsement and more on emotional breadth — the idea that one brand can credibly serve every member of a household. This is a territory that mass-market giants have historically owned, making Badkoobeh's execution of the concept all the more consequential for Schauma's Iranian ambitions.
Creative director Amir Sahafnia led the creative execution of 'Your Dream is My World' at Badkoobeh Creative Communication Solutions, the Tehran-based agency responsible for the campaign. The work operates across two registers: a digital video built for online distribution and a physical brand-activation event designed to extend the campaign's emotional logic into lived experience.
The digital video translates Schauma's inclusive positioning through the visual language of family — presenting individuals of different ages, genders, and hair types in a way that mirrors the breadth of the brand's product range. Rather than anchoring the narrative to a single hero consumer, the creative approach distributes attention across multiple figures, each representing a distinct haircare need. This structure reinforces the campaign's core claim without requiring it to be stated explicitly: that Schauma has a product for everyone. Strategy officer Mohsen Rahgozar and account director Asal Bozorgi shaped the strategic foundation on which the creative was built, while digital project manager Mahsa Latifi and digital media manager Mahsa Ghezelbash oversaw the campaign's online distribution architecture.
Production was led by director of production Sina Sharbafi, who also served as producer, with production manager Mehdi Bahman Esfahani supporting delivery. The brand-activation event was conceived to sit alongside the digital work rather than simply repeat it. By incorporating interactive games and activities accessible to multiple age groups, the event translated the campaign's 'for the whole family' premise into a participatory format — giving Iranian consumers a direct sensory and social encounter with Schauma as a brand, not merely a product. This two-channel approach, pairing digital video with experiential activation, reflects a considered understanding of how brand familiarity is built in a market where Schauma was entering largely as a new name.
No verified third-party performance data for 'Your Dream is My World' is publicly available. Figures such as campaign reach, video views, event attendance, or sales uplift for the Schauma Iran campaign have not been disclosed by Henkel, Badkoobeh, or any independently audited source. Similarly, no verified award wins or finalist citations for this campaign have been identified in any publicly accessible awards archive.
Assessed on structural grounds, the campaign demonstrates coherent strategic logic. Henkel's decision to differentiate Schauma from Schwarzkopf through family positioning — rather than professional aspiration — addresses a genuine gap in the Iranian market and avoids internal brand conflict. The dual-format approach, combining a digital video with a live activation event, extends the campaign's reach across both attention-scarce online environments and higher-dwell-time physical encounters. For a brand entering a market with limited existing equity, this kind of layered presence-building is appropriate and purposeful.
Where the campaign faces structural limitations is in memorability and distinctiveness. The 'Your Dream is My World' line, while emotionally warm, occupies well-trodden territory in global family-brand communication. The creative ambition may not fully match the strategic clarity of the brief. These factors are reflected in the campaign's Clapboard Score of 53 out of 100, which positions 'Your Dream is My World' as a competent market-entry effort that succeeds more on strategic intent than on creative breakthrough.
'Your Dream is My World' is a 2020 digital video and brand-activation campaign created by Badkoobeh for Schauma in Iran. It positions Schauma as a family-oriented haircare brand serving consumers of different ages, genders, and hair types, representing Henkel's effort to introduce Schauma to Iranian consumers independently of its Schwarzkopf brand.
Badkoobeh Creative Communication Solutions, a Tehran-based agency, created the campaign. The team included creative director Amir Sahafnia, strategy officer Mohsen Rahgozar, and account director Asal Bozorgi. Badkoobeh designed both the digital video and the live brand-activation event that formed the two core elements of the campaign.
Henkel was already known in Iran through Schwarzkopf, its professional haircare brand. Schauma required a distinct introduction targeting everyday family haircare needs rather than professional aspiration. Launching Schauma separately allowed Henkel to address a broader consumer segment without undermining Schwarzkopf's existing premium positioning in the Iranian market.
The campaign used two formats: a digital video advertisement distributed across online platforms and a live brand-activation event. The event featured interactive games and activities designed for all family members, extending the campaign's inclusive positioning beyond screen-based media into direct consumer participation in the Iranian market.
The campaign receives a Clapboard Score of 53 out of 100. The score reflects a campaign with sound strategic intent — particularly its family-inclusive market-entry positioning for Schauma in Iran — but limited creative distinction. The emotional territory of the campaign line sits within well-established conventions for family-oriented beauty and health brand communication.
Production was led by Sina Sharbafi, who served as both director of production and producer on the campaign, with Mehdi Bahman Esfahani as production manager. The campaign was created by Badkoobeh Creative Communication Solutions in Tehran for Henkel's Schauma brand and published in February 2020 in Iran.
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