The hair care brand of German-based group Henkel has launched a new campaign celebrating the transformative power of hair color as a reflection of life’s defining moments.
Featuring Global Brand Ambassador, Actress, Producer & Entrepreneur Sofia Vergara and Global Color Ambassador & Celebrity Hairstylist Chris Appleton, the campaign will be brought to life in a 360° content rollout — including connected and linear TV placements, paid and owned social, influencer marketing, and strategic partnerships – across the U.S.
“Artist and muse—Chris and Sofia shine individually and together, embodying the transformative power of hair and its ability to help us step confidently into the next chapter,” said Teresa Cordova, Head of Schwarzkopf Masterbrand U.S. “Their constant drive to evolve and keep people inspired makes them the perfect partners to reflect how hair color moves with us through every chapter of life.“
Chris Appleton, Schwarzkopf Global Color Ambassador and one of Hollywood’s leading hair experts, brings his expertise to the campaign, representing the salon professional community and spotlighting the transformative power of hair color.
“Hair color is the ultimate form of self-expression—it’s the first thing people notice and it says everything without you having to say a word,” he said. “For me, color is wearable art. Whether I’m going platinum blonde for a mood shift or helping a client channel a whole new energy, it’s always about transformation and owning your moment. I love encouraging people to take risks with color—it should be fun, bold, and empowering. That’s why I’ve trusted Schwarzkopf for years. Their color delivers great results, which gives me total confidence whether I’m taking someone dramatically lighter, deeper, or somewhere in between.“
In addition to sharing Sofia & Chris’ stories, the new campaign will also spotlight real women at pivotal life moments – whether boldly reinventing themselves after heartbreak, embracing the balancing act of motherhood, or navigating new decades with confidence and style. Each chapter comes to life through powerful hair transformations, powered by Schwarzkopf’s trusted at-home and salon solutions.
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