Vonnimedia Wins Shiseido Professional Launch, Expands Schwarzkopf Remit
Sydney indie Vonnimedia secures Shiseido Professional's Australian launch and expanded Schwarzkopf remit after delivering 150% engagement growth for Henkel.
Sydney-based integrated agency Vonnimedia has secured the Australian launch of Shiseido Professional, alongside an expanded remit with Schwarzkopf Professional, marking a significant appointment for the independent agency in the premium haircare sector.
Dual Account Win Positions Agency as Haircare Specialist
The appointments build on Vonnimedia's multi-year relationship with Schwarzkopf Professional, during which the agency developed expertise managing projects and campaigns for the brand. The expanded remit now encompasses social media, creative content creation, event content, media, and performance marketing for both Schwarzkopf Professional and Shiseido Professional.
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Both brands operate under Henkel's portfolio. Schwarzkopf Professional, with over 120 years of innovation including developing the first liquid shampoo, operates in more than 150 countries. Henkel acquired Shiseido Professional from Japanese cosmetics giant Shiseido in 2023, strengthening its position in the global haircare market. The acquisition included Asia-Pacific operations covering Australia and New Zealand.
Elizabeth Tran, Henkel Beauty Care Professional's marketing manager, described Vonnimedia as her "go-to team for social marketing," highlighting their "passion, creativity, and precision." Schwarzkopf Professional selected Vonnimedia based on their "successful long-term partnership" and track record for "exceeding expectations and providing best-in-class industry knowledge and creativity."
Strong Performance Metrics Drive Expanded Partnership
Vonnimedia delivered measurable results for Schwarzkopf Professional in 2025, including engagement increases exceeding 150%, a 1000% surge in comments, and 130% growth in collaborations. These performance metrics supported the decision to expand the agency's responsibilities across both brands.
The agency already managed event content for Shiseido Professional's Sublimic range launch in Australia last year, which took place at Sydney's Oborozuki restaurant. This existing relationship provided familiarity with the brand ahead of the formal appointment for the broader Australian market entry.
Independent Agency Gains Ground in Premium Beauty
Founded in 2020 by Veronica Cremen, Vonnimedia has generated over $75 million for brand partners. The agency's client roster includes Royal Flying Doctor Service, Cancer Council, and various beauty and lifestyle brands.
The appointment represents a notable win for an independent agency in the competitive premium beauty sector, where multinational agency networks typically dominate major brand launches. Vonnimedia's integrated capabilities across creative, media, and performance marketing provided a comprehensive solution for both the market entry and ongoing brand management.
Shiseido Professional operates as a salon-only brand, positioning itself in the premium segment of the Australian haircare market. The brand's entry adds another international player to Australia's growing beauty and personal care sector.
The dual appointments create potential client overlap, as both brands compete in professional haircare. However, both operating under Henkel's ownership appears to have addressed typical conflict concerns that might arise with competing accounts.
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