Schwarzkopf, an authority in hair for over 125 years, is proud to be the official Hair Brand of Disney’s “Freakier Friday,” which hits theaters on August 8th. To celebrate the collaboration, Schwarzkopf will spotlight the power of transformation with a multi-platform “Switch Your Story” campaign highlighting the special role hair color plays in telling consumer stories. Inspired by the film’s iconic theme of switching places and embracing change, the campaign invites consumers and professionals alike to explore how hair color and making the switch to Schwarzkopf hair color products can spark confidence, creativity, and self-expression. The campaign will run across paid media channels including connected TV and social platforms, with messaging tailored to both salon professionals and at-home users.
“Freakier Friday reminds us how powerful it can be to switch things up, and at Schwarzkopf, we believe that every hair color change marks the start of a new chapter in your story,” said Teresa Cordova, Head of Schwarzkopf Masterbrand U.S. She added, “as a brand trusted by both salon professionals and at-home users, we’re proud to create high-performance formulas that help people express who they are today and who they are becoming.”
In addition to its digital rollout, Schwarzkopf’s “Hairstream,” a beautifully branded mobile hair salon, was on-site at the film’s Los Angeles premiere, offering professional hair styling services including hair tinsel & hair charm applications. Premiere attendees were also be able to “switch their story” instantly using the mobile salon’s “Magic Mirror” — an augmented reality mirror that allows users to visualize what they would look like with different hair colors.
To continue the celebration, the Hairstream will also pop up in Los Angeles at Manhattan Village for a weekend consumer activation on Saturday, July 26 and Sunday, July 27 from 10am to 6pm. Fans can enjoy the same VIP Schwarzkopf styling experience offered at the premiere and share their hair stories.
The campaign celebrates Schwarzkopf’s world-class professional and at-home color products that are sold in over 140 countries. The brand will share professional salon formulas (like this one) and at-home box dye shade suggestions inspired by the film’s bold hair color looks — providing consumers with options for recreating similar shades in the salon or at home.
For professional colorists looking to recreate the film’s looks for their clients — Schwarzkopf is encouraging colorists to make the switch to its beloved IGORA Vibrance, a state-of-the-art demi permanent hair color with multi-tonal color results and beautiful vibrant shine. It’s the go-to for advanced color services including toning, glossing, root smudging, and grey blending.
Salon professionals looking to make the switch to Schwarzkopf can learn more here. Follow @hairbyschwarzkopf.usa and @schwarzkopfusa on Instagram and TikTok to discover the latest color trends and re-create your favorite color looks.
