Peter Schmidt Group Wins got2b as New Client

Peter Schmidt Group has won got2b as a new client.

With got2b, the brand and design agency Peter Schmidt Group has added another strong brand to its portfolio. The agency is going to take care of creative strategy and design tasks. This makes the Peter Schmidt Group responsible for one of the best-known hair styling brands on the European market.

got2b is a trend-driven hair styling brand managed by Henkel that has been on the German market since 2004. Its portfolio includes hair gel, hairsprays, and dry shampoos, among other products. From the very beginning, the brand has stood for a rebellious, expressive style that resonates particularly well with younger target groups.

The Peter Schmidt Group brings extensive expertise in the development and design of cosmetic brands from the Schwarzkopf portfolio and other brands such as Weleda, Nivea, Labello, and Guhl. For got2b, the agency has conducted in-depth research into the communication and consumption habits of gen z. Workshops and focus group interviews collected valuable insights into young consumers’ perceptions and attitudes toward the brand. “The insights clearly show: got2b’s rebellious character strikes a chord with the young target audience. It is central to the brand – so it must continue to be bold and distinctive in the future,” said Inga Wolter, executive creative director at the Peter Schmidt Group.

“We’ve found the ideal partner with Peter Schmidt Group. got2b thrives on boldness, expressiveness, and individuality. The Peter Schmidt Group won us over by immersing themselves deeply in the brand and thinking beyond the packaging design brief,” said Esther Kumpan-Bahrami of got2b.

The Peter Schmidt Group and Henkel have been working together successfully for over 20 years. During this time, the agency has managed brands such as Persil and Somat. “For us, fascinating brand design begins with truly understanding the essence of a brand. Through dialogue with the got2b target audience, we were able to precisely identify the brand’s aura – its unique appeal and attitude. We translated these insights into design paths, consistently bringing the brand’s essence and codes to life,” said Lukas Cottrell, CEO of the Peter Schmidt Group.

With got2b, the long-standing partnership is being expanded to include another significant brand project. The project is being managed by Yara Soliman, design director at the Peter Schmidt Group.