Schwarzkopf is one of the world's leading beauty brands. It is the main part of the powerful German holding Henkel, with annual sales reaching 1.7 billion euro.

Signatories of this agreement have stressed its relevance and future consequences. Jørgen Franck, director and interim of Eurovision TV has welcomed this collaboration: "We are excited to welcoming the Schwarzkopf brand back in the Eurovision Song Contest family, after the successful partnership in 2009".

Björn Osterndorff, corporate director International Media at Henkel, paid attention the similarities between the brand he represents and the contest itself: "The Eurovision Song Contest is truly a perfect fit for our Schwarzkopf brand as they are both unique in heritage and professional quality, reaching millions of homes worldwide".

Once again, Television Event and Media Marketing AG (TEAM), based in Lucerne (Switzerland) have negotiated the agreement. Since 2004, TEAM is EBU's worldwide exclusive marketing agency for the Eurovision Song Contest.