The global professional hair expert announces new Global Brand
Ambassador Dove Cameron to inspire consumers to tell their hair
story through new blonde color innovations and social media
campaign
DÜSSELDORF, Germany ,
May 22,
2024 /PRNewswire/ -- Schwarzkopf, the unrivaled
authority in hair for over 125 years, follows up on the launch of
their "What Story Will You Tell?" campaign with the announcement of
a new brand ambassador – Emmy Award-Winning Actress, Platinum
Recording Artist & Advocate Dove Cameron. Schwarzkopf has
defined 2024 as the year of the blonde, and they know that behind
every person's hair color is a story of courage, empowerment, and
trust. In an effort to inspire consumers to tell their story,
Schwarzkopf premiered their highly visual TV commercial and
campaign on March 5th, featuring
Global Brand Ambassador Sofia
Vergara and Global Color Ambassador Chris Appleton. Now, they hope to target a
broader audience by tapping into Dove's film, television, and music
career and encouraging those consumers to own and tell their hair
story.
A brand of firsts, Schwarzkopf's rich history is defined by
innovations. The first dry shampoo, the first liquid shampoo, the
first hairspray, the first cold perm, the first home color product.
Schwarzkopf seamlessly combines its 125-year heritage with
cutting-edge technology, pioneering innovation that empowers
individuals to understand and embrace their unique hair stories.
Schwarzkopf is one of the only brands backed by a global community
of hairdressers that they collaborate with to then bring that
professional expertise to its consumers. Leading where others
follow and encouraging people to showcase the best version of
themselves, Schwarzkopf proudly provides the tools needed for
everyone to celebrate their individuality.
Schwarzkopf's "What Story Will You Tell?" campaign is more than
just a tagline; it aims to inspire consumers to show up as their
true selves and own the story they want to tell the world. They
believe that beauty is the radiance that's exuded when your
appearance reflects how you feel inside, and when your hair is a
mirror and canvas to craft your story. Schwarzkopf elevates its
consumers through hair so they can step into every moment with
confidence and own their story, on their terms.
For over a decade, Emmy-winning actress, platinum recording
artist, and advocate Dove Cameron has brought her vocal talents,
beauty, comedic timing, and strong performances to projects that
continue to cement her as one of Hollywood's leading talents. This past
December, Dove released the first volume of her highly anticipated
two-part debut album, Alchemical: Volume 1. Embracing the
essence of alchemy, the album represents Dove's powerful and
transformative journey of taking tragedy and turning it into art
all while reinforcing music's ability to inspire, empower and heal.
She is expected to release Alchemical: Volume 2 in 2024.
Much as her life and music career has transformed, so has her hair,
an essential part of anyone's identity. Over the years Dove's hair
color has changed from blonde to red to black and more. Sometimes
her look is edgy, sometimes it's playful. No matter the look, she
is always a proponent of looking however you feel and not worrying
about how others perceive you, which is why Schwarzkopf's campaign
resonated with her so much. When speaking about the partnership,
Dove said:
"I am so excited to be Schwarzkopf's new Brand Ambassador.
This partnership means a lot to me because it's a brand that I
actually use and have loved for such a long time. My hair journey
started when I was only 8 years old when I became obsessed with the
power of dyeing my hair and experimenting with identity and
character and the control that that gives me as an artist. I had a
very specific hair color during a very formative time in my life
when I started in film and television that became the color that I
was known for. My identity has changed a lot as I've gotten older
and found myself, and hair color has been a big part of being able
to claim my identity over and over whenever I feel the need to.
Changing my hair color makes me feel renewed, reset, and fresh and
Schwarzkopf is the only brand – and blonde - I trust."
Dove is the perfect partner for Schwarzkopf because she
resonates with both the salon client and at-home color consumer.
She has long been a genuine fan of Schwarzkopf products and in this
new role she will represent the outcome that clients can expect
when they go to a salon and receive a service using Schwarzkopf
products. Additionally, Dove can also speak to how Schwarzkopf's
at-home innovation, Keratin Blonde, helps her to maintain her
color, especially while she's on tour.
Chris McClement, Senior Vice
President of Marketing at Henkel North America remarks:
"It has been so exciting to see the response from our alignment
with current brand partners, Sofia
Vergara and Chris Appleton.
And now, we are reaching out to a larger, more diverse audience by
joining forces with Dove Cameron. She has gone through an evolution
personally, with her career and with her style and we're thrilled
she chose Schwarzkopf to be at the forefront of her hair evolution.
Henkel has always been committed to providing high-quality
innovations & formulas and we are excited to see what stories
Dove helps us to tell in our continued work together."
Evolution has been constant as the Schwarzkopf brand has grown
over the last century and they will continue to keep innovating and
elevating its hair care products and formulas. For more
information, visit HairBySchwarzkopf.com and follow
@hairbyschwarzkopf.usa for new updates on the brand campaign and
partnership with Dove Cameron.
About Henkel in North
America:
Henkel's portfolio of well-known brands in
North America includes
Schwarzkopf® hair care, Dial® soaps, Persil®, Purex®, and all®
laundry detergents, Snuggle® fabric softeners as well as Loctite®,
Technomelt® and Bonderite® adhesives. With sales close to
6.5 billion US dollars (6 billion euros) in 2022, North America accounts for 27 percent of the
company's global sales. Henkel employs over 8,000 people across the
U.S., Canada and Puerto Rico. For more information, please
visit www.henkel-northamerica.com, and on Twitter @Henkel_NA.
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SOURCE Schwarzkopf