Henkel AG has hired fashion designer Karl Lagerfeld for its hair-care division’s biggest event-marketing campaign, which aims to help Schwarzkopf shampoo gain ground on L’Oréal’s brands. “We want to give Schwarzkopf a more trendy and fashion- oriented image,” said Tina Mueller, Henkel’s chief marketing officer for cosmetics. Schwarzkopf ranks second in Europe’s hair care market, she said. Lagerfeld has designed a three-floor exhibition and hair- treatment pavilion t...