Schwarzkopf Names Sofia Vergara as New Global Brand Ambassador


Schwarzkopf is starting the new year off with a brand new global brand ambassador. 

The global haircare brand recently announced their partnership with actress and producer Sofia Vergara. Alongside this announcement, Schwarzkopf also unveiled their new campaign titled, “What Story Will You Tell?” and their plans to redefine 2024 as the “year of the blonde.” Vergara is set to front the campaign,which will officially launch in March, and will roll out across social media as well as include television advertisements.

With this campaign, Schwarzkopf hopes to encourage individuals to embrace their true selves and share their unique story with the world. As the brand understands that behind every person’s hair color is a story of courage, empowerment, and trust, they aim to inspire people to craft their own story.

For Schwarzkopf, Vergara is the perfect person to help bring their campaign to life and help spread their message worldwide as a brand ambassador. Not only is she a highly respected actress but she’s also the epitome of “hair goals” for many people around the world. With their collaboration with Vergara, Schwarzkopf hopes to show the premiumness and transformative effects of using their products. Along with inspiring people to own their story through Schwarzkopf’s new blonde hair color innovations and campaign, Vergara will also be using her platform to showcase how the brand’s products help her achieve her own signature look. 

Image courtesy of Schwarzkopf

“It’s absolutely thrilling to see Schwarzkopf align with an impressive partner such as Sofia Vergara,” said Vildan Oenpeker-Cerci, Senior Vice President of Marketing at Henkel North America. “Henkel has always been committed to providing high-quality innovations and formulas and we can’t think of a better person to help spread this message globally. Sofia embodies Schwarkopf’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.”

Speaking on her new role with Schwarzkopf, Vergara shared, “Hair is a powerful form of self-expression. Being in the spotlight, confidence is everything and hair plays a big part. 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.”

For new updates on Schwarzkopf’s new campaign and partnership with Sofia Vergara, be sure to visit and follow @hairbyschwarzkopf.usa on Instagram.

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Camille Nzengung

Camille Nzengung is a Features Editor at The Tease, where she covers all things hair. You can find her writing about the best hair products, the coolest hair trends, and all the exciting new hair launches. Send her a pitch:

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