Schwarzkopf has a new global brand ambassador — and a new campaign to match.
Actress Sofia Vergara will front the campaign, which will include a hairstylist in a two-pronged approach to reach consumer and professional audiences. The campaign, which launches in March, will live on social media, and include television advertisements.
The campaign coincides with Vergara’s latest role in the Netflix series “Griselda,” which premieres Thursday on Netflix.
“Stepping into this dramatic role for Griselda was different for me. So, when I learned about Schwarzkopf’s ‘What story will you tell?’ campaign, it just made sense,” Vergara said. “It’s collaborating with a brand that shares my vision of embracing and celebrating the power of self-expression and confidence. It’s a philosophy that resonates with me.”
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Vergara’s relationship with beauty is “about telling my own story to the world or using it as a tool to tell other stories,” she said. “Being in the career I am, confidence is everything and hair plays a big part. It allows me to express myself authentically both on and off screen.”
That relationship dovetails with the underlying consumer behaviors Schwarzkopf is tapping into. “The insight driving the U.S. market is that from a consumer perspective, hair helps the consumer embody who they are and how they’d like to see themselves. There are thousands of campaigns on the market, but the distinctive point is that hair can help you tell your story,” said Vildan Cerci, Henkel’s senior vice president of marketing.
Vergara made a natural fit for the brand, said Cerci. “It’s not easy to find the right ambassador for Schwarzkopf because of our scope as a brand. It has a very long heritage of over 120 years of expertise,” she said. “Sofia is very authentic herself, she’s a real beauty who accepts herself for who she is and builds confidence through her approach to beauty.”
With Vergara’s campaign facing consumers, and the hairstylist’s facing professionals, the goal was to “build a stronger bridge between our Schwarzkopf professional expertise and our consumer business,” Cerci said. “That’s the foundation of our strategy for driving the business further in the U.S. market.”
Demographically, Vergara also appeals to communities of brand enthusiasts. “We like to have a larger share in our Hispanic community where our brands overindex,” Cerci said.
In professional hair care at premium price points, Schwarzkopf is the second biggest brand, said the company. Its Keratin Color product is also the leading premium, at-home hair color range.