Schwarzkopf Professional® has
partnered with top athletes and star colorists to create an
inspiring 360 marketing campaign that emphasizes the importance of
setting yourself up for success on and off the court and in and out
of the salon with the right equipment
CULVER
CITY, Calif., July 15,
2024 /PRNewswire/ -- Schwarzkopf
Professional®, the brand with over 125 years of hair
expertise, launches their newest campaign "Up Your Hair Game"
for the relaunch of IGORA VIBRANCE Demi-Permanent Color. The
campaign features athletes Venus
Williams, Aly Raisman, and
Megan Blunk and the star colorists
who created their hair transformations - Brendnetta Ashley,
Carly Zanoni, and Devyn Pennell. Together they will reinforce
IGORA VIBRANCE as a premium hair color brand while connecting
to 2024's summer global sporting event.
The "Up Your Hair Game" campaign, powered by IGORA VIBRANCE
Demi-Permanent Color, celebrates diversity and inclusive hair
stories with the goal of empowering everyone to embrace their
unique beauty, recognizing the power of hair and its profound
expression of individuality. The campaign will run from July
to October 2024, featuring a 90-day
influencer campaign, in-store promotions, and impactful trade
materials. Professional athletes and influencers will share their
hair journeys, provide tips and tutorials, and showcase
before-and-after transformations.
Our Athletes (On the court/mat and in the
Salon)
At the heart of this campaign lies the
transformative power of hair color, as demonstrated by
three remarkable athletes, namely Venus Williams (Tennis Champion), Aly Raisman (Gold Medal Gymnast), and
Megan Blunk (Wheelchair Basketball
Gold Medalist). Each athlete underwent stunning hair
transformations, with their hair color hand-crafted by star
colorists using the IGORA VIBRANCE Demi-Permanent Color.
Drawing inspiration from the unique journeys of these
exceptional athletes, the campaign celebrates individuality and
self-expression, showing us that your hair is a powerful tool that
tells a story of where we have been and where we still strive
to go.
Venus Williams - Before &
After Hair Transformation
Venus Williams' hair styles
are known on and off the court for her experimentation with color
and style, but Schwarzkopf Professional® and
colorist Brendnetta Ashley were still able to take her hair to a
place that she had never expected. "When creating Venus's Blonde
Bombshell using IGORA VIBRANCE I wanted a rich tone that
would really reflect shine. … This honey blonde not only reflects
vibrancy, but truly shows a daringly elegant side of Venus!"
-Colorist Brendnetta Ashley
"I've always loved being creative and experimenting with
different hair colors and styles. It wasn't until today using IGORA
VIBRANCE that I discovered new possibilities and can actually
push my boundaries even further. Now, I'm so excited to explore
all kinds of styles and I can't wait to see what's next."
-Venus Williams
Aly Raisman - Keeping it
Natural
Aly Raisman's
relationship with her hair began at the age of two when she started
gymnastics. "The Aly Bun" became famous during her years of
competing. Now that she has retired, she is starting to discover
what makes her feel confident outside of wearing it in a
bun. It is great to see how her hair story has evolved
over the years.
"I was looking for a color that looked natural and sun kissed
– like I had just come back from a vacation. I couldn't
be happier with the result. My hair is full of shine, feels great
and the color really makes my curls pop, while being low
maintenance enough for my busy lifestyle." - Aly
Raisman
Taking into account Aly's hair goals, Colorist Carly Zanoni made
sure to keep her hair color natural while enhancing her
already dimensional brunette hair. "For Aly I chose a mixture of
neutral and warmer tones that were just a few levels lighter
than her natural color. Not only did Schwarzkopf IGORA VIBRANCE
create the perfect sun kissed color, it also gave Aly's hair
incredible shine!"
Megan Blunk - Instilling Confidence
Megan Blunk's story is truly inspiring and shows
us that one's relationship with their hair goes far beyond
just choosing a personal look.
"I was nervous to go blonde. I was proud of my long hair and
was worried that bleaching it would cause me to have to
cut a lot off, but that didn't happen and my hair still felt soft
and smooth after. I was blonde before my accident and going back to
it has shown me a side of myself that I hadn't seen for a long
time. It reminded me about my femininity, feeling confident, having
fun, and taking risks. It's not just a color change, it's a whole
new way of feeling."
"As stylists it's not just about doing pretty hair it's about
instilling confidence into our clients and to help
them overcome life's challenges." Colorist
Devyn Pennell understood how
important Megan's hair was and is to her,
"Hair actually holds the most energy on your
body. The moment you go through something that changes
your energy, the first thing you want to do
is cut off your hair, because that's the first thing you have
control over. You want to change the energy as fast as
you possibly can. Megan was ready for her next
chapter and to change the energy of what she had
gone through."
The Up Your Hair Game campaign is linked to the
Schwarzkopf Professional® IGORA Vibrance Relaunch,
hitting shelves in August 2024. The
revamped products come with several improvements which focus on
catering to more clients and services, upgraded formulations and
improved sustainability:
- MORE service opportunities for various hair types (vs.
previous portfolio)
- MORE natural & pastel shades completing the previous
portfolio
- MORE care for all 9.5 toners with Integrated Bonding
Technology (vs. previous portfolio)
- MORE sustainable packaging made with 50% recycled plastic
& 83% recycled paper (vs. previous packaging)
The in store marketing will be launched in all Schwarzkopf
Professional® retailers in August
2024 as well as across the
Schwarzkopf Professional® social media accounts
with sneak peeks starting late June. For more information, visit
www.schwarzkopf-professional.com and follow @schwarzkopfusa
for new updates on the brand campaign and partnership.
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 2023, North
America accounts for 28 percent of the company's global
sales. Henkel employs around 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 Henkel