Schwarzkopf has announced actress Sofia Vergara as its new global brand ambassador.
This announcement comes alongside the unveiling of a new campaign, set to launch in March, that aims to redefine 2024 as the “year of the blonde.”
The campaign, titled ‘What Story Will You Tell?’, is a two-pronged initiative targeting both consumer and professional audiences, with Vergara leading the charge.
The initiative aims to encourage individuals to embrace their authentic selves and share their unique stories with the world. Recognizing that behind every hair color lies a narrative of courage, empowerment, and trust, Schwarzkopf hopes to inspire people to be the authors of their own tales.
“Hair is a powerful form of self-expression. Being in the spotlight, confidence is everything and hair plays a big part,” said Vergara, in a statement.
“For me, becoming Schwarzkopf’s global brand ambassador is not just about endorsing hair products, it’s about collaborating with a brand that shares my vision of embracing and celebrating the power of self-expression and confidence. We both believe in the power of hair and want to empower and inspire other women to take control of their narrative and express themselves through their hair.”
The campaign is set to launch on social media platforms, as well as via television advertisements.
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