Schwarzkopf welcomes Colombian and American actress and television personality Sofia Vergara as its new global ambassador. Celebrated for her versatile acting and captivating charm, Vergara is the perfect face for Schwarzkopf’s innovative approach.
The actress will spearhead a new campaign that includes a hair stylist in a two-pronged strategy aimed at both consumers and professionals.
Launching in March, the campaign leverages the power of social media and the impact of television advertising to reach a broad audience. This strategic decision demonstrates Schwarzkopf’s commitment to adapting to the modern marketing landscape. The timing couldn’t be better, coinciding with Vergara’s latest Netflix series, “Griselda,” which offers a synergy between her on-screen persona and off-screen endeavors.
Sofia Vergara’s enthusiasm for the campaign is palpable. She articulates, “Stepping into this dramatic role for Griselda was different for me. So, when I learned about Schwarzkopf’s ‘What story will you tell?’ campaign, it just made sense. It’s collaborating with a brand that shares my vision of embracing and celebrating the power of self-expression and confidence. It’s a philosophy that resonates with me.”
Vergara’s perspective on beauty is personal and profound. She sees it as a medium for storytelling and a tool for self-expression, which has been critical to her acting career. Her perspective aligns seamlessly with Schwarzkopf’s understanding of consumer behavior. According to Vildan Cerci, Henkel’s Senior Vice President of Marketing, “Hair helps the consumer embody who they are and how they’d like to see themselves.” This insight drives the campaign and makes it stand out in a market saturated with beauty narratives.
Cerci explains the choice of Vergara as the brand ambassador, highlighting her authenticity and natural beauty. “It’s not easy to find the right ambassador for Schwarzkopf because of our scope as a brand,” she says. This comment underscores the importance of aligning the ambassador’s persona with the brand’s long-standing heritage and expertise.
The campaign’s dual focus – consumer through Vergara and professional through a renowned hairstylist – aims to strengthen the connection between Schwarzkopf’s professional expertise and its consumer business. This strategy is critical to the brand’s growth in the U.S. market, according to Cerci.
In addition, Vergara‘s appeal extends to diverse communities, particularly the Hispanic demographic, an important market for Schwarzkopf. Her involvement is expected to strengthen the brand’s presence in these communities.