Disney has named Schwarzkopf its official hair partner for its upcoming film Freakier Friday.
The Henkel-owned hair care brand will launch a fresh campaign for the highly anticipated sequel to 2003’s body swap movie comedy Freaky Friday, which is due for release on 8 August.
The ‘Switch Your Story’ multi-platform campaign will “spotlight the power of transformation” inspired by the storyline which sees mother and daughter duo Tess and Anna Coleman, played by actresses Jamie Lee Curtis and Lindsay Lohan, switch places.
Schwarzkopf said in a statement the campaign highlights “the special role hair colour plays in telling consumer stories”.
The campaign invites consumers and professionals alike to explore how hair colour and making the switch to its products can “spark confidence, creativity and self-expression”.
Running across paid media channels, including connected TV and social platforms, messaging will be tailored to salon professionals and consumers.
“Freakier Friday reminds us how powerful it can be to switch things up, and at Schwarzkopf, we believe that every hair colour change marks the start of a new chapter in your story," said Teresa Cordova, Head of Schwarzkopf Masterbrand US.
“As a brand trusted by both salon professionals and at-home users, we are proud to create high-performance formulas that help people express who they are today and who they are becoming.”
The campaign was also supported by Hairstream, a mobile hair salon, which appeared at the Los Angeles, US premier of the film on 22 July.
The activation saw professionals offering hair styling services, including hair tinsel and hair charm applications.
Attendees were also able to use an augmented reality mirror to show them how they look with different hair colours.
A wider pop-up with Hairstream will take place on 26 and 27 July in Manhattan Village, Los Angeles.
Inspired by the film’s “bold looks”, professional salon formulas and at-home box dye shade suggestions will be offered.
Activity will focus on Schwarzkopf’s Igora Vibrance demi-permanent hair colour for in-salon switches and Keratin Color box dye for consumers.
The tie-up follows Lohan being named the news face of the hair care brand, celebrating the two-decade long relationship between the American actress and Schwarzkopf Professional US Creative Director of Colour & Technique, Tracey Cunningham.
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