Schwarzkopf has appointed actress and producer Sofia Vergara global brand ambassador.
The Griselda and Modern Family star is the face of the Henkel-owned hair care brand’s new campaign, ‘What Story Will You Tell?’
The initiative aims to “empower individuals to understand and embrace their unique hair stories,” read a statement from the brand.
It is said to target both consumer and professional audiences.
A television advert for the campaign starring Vergara will launch on 4 March, followed by collaborations on social media and red carpet events.
“Hair is a powerful form of self-expression,” said Vergara.
“For me, becoming Schwarzkopf’s global brand ambassador is not just about endorsing hair products.
“It is 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.”
Vergara will also use her own platform to showcase how she uses Schwarzkopf’s products “to tell her unique story”.
Schwarzkopf chose the Colombian-American actress to front the campaign because she is “the epitome of hair goals”.
Vildan Oenpeker-Cerci, Senior Vice President Marketing of Henkel North America, added that she “embodies Schwarzkopf’s brand ethos in a way that resonates with stylists and consumers alike.
“And we are excited to see what stories she tells in our continued work together.”
Schwarzkopf is not the only beauty brand to unveil new ambassadors.
Kérastase has just appointed White Lotus star Sydney Sweeney as the hair care brand’s global face.
Lancôme has tapped Wednesday actress Joy Sunday, while Revlon has signed Netflix actress Madelyn Cline.
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