In a complicated period such as the pandemic, many women have been forced to give up their projects, dreams and ambitions, to go back to dealing with perhaps only household chores.

Schwarzkopf therefore wanted to lend a concrete hand to small female entrepreneurs with the project “Heads. Freedom starts with the head”.

In order to give real support to women entrepreneurs, we have created a website that has become a true showcase for making one’s business and story known. In just a couple of months, over 300 women have signed up, with over 120 presentation videos uploaded, all of which can be viewed via an online map and in Augmented Reality.

To raise awareness and generate debate, provocative statues of a housewife struggling with a vacuum cleaner have also been placed in some major Italian cities. A QR code at the base of the monument told about the project and indicated the female entrepreneurial activities in the vicinity, to bring people to know and support them, through the QR code we developed an augmented reality experience to show the data of the problem and to visualize all the activities that have joined the initiative.