07.15.24
Schwarzkopf Professional launched its newest campaign "Up Your Hair Game" for the relaunch of Igora Vibrance Demi-Permanent Color.
The campaign features athletes Venus Williams, Aly Raisman, and Megan Blunk and the star colorists who created their hair transformations - Brendnetta Ashley, Carly Zanoni, and Devyn Pennell.
The Igora Vibrance relaunch is set for August 2024. The revamped products come with several improvements that focus on catering to more clients and services, upgraded formulations, and improved sustainability.
The new packaging is more sustainable with 50% recycled plastic and 83% recycled paper, compared to previous packaging. The new portfolio also includes more natural & pastel shades, more care for all 9.5 toners with Integrated Bonding Technology, and more service opportunities for various hair types.
The campaign will run from July to October 2024, featuring a 90-day influencer campaign, in-store promotions, and impactful trade materials. Athletes and influencers will share their hair journeys, provide tips and tutorials, and showcase before-and-after transformations.
Venus Williams, tennis champion, and colorist Brendnetta Ashley share a before and after hair transformation featuring Blond Bombshell using Igora Vibrance.
Aly Raisman, a gold medal gymnast, “keeps it natural,” highlighting her signature “Aly Bun.” Having retired from gymnastics, she expressed wanting to find a new confidence outside of the Aly Bun.
For the campaign, colorist Carly Zanoni kept Raisman’s hair color natural while enhancing her already dimensional brunette hair.
Wheelchair basketball gold medalist, Megan Blunk, changed her look for the campaign, choosing to go blond and begin a new chapter in her life.
Colorist Devyn Pennell chose a blonde shade for Blunk that helps her embrace her femininity and confidence.
Read Next
