Schwarzkopf Professional's new campaign taps famous athletes Venus Williams, Aly Raisman, Megan Blunk, and their their respective stylists- Brendnetta Ashley, Carly Zanoni, and Devyn Pennell. The Igora Vibrance Demi-Permanent Color is the star of the campaign, providing consumers with enhanced color and confidence while reducing environmental impact.
As a part of the launch, Schwarzkopf Professional revamped the packaging of this product to include 50% recycled plastic and 83% recycled paper. For the campaign, Raisman's brunette hair was enhanced, while Megan Blunk opted to go blonde for her next chapter. Finally, Williams was transformed using the Schwarzkopf Igora Vibrance to give her locks a new life. The relaunch of the Igora Vibrance product will happen in August 2024.
The celebrity campaign will run from July to October 2024 and will be supported by in-store promotions and trade materials.
Athlete Hair Campaigns
Schwarzkopf Professional's Up Your Hair Game Celebrates a Product Relaunch
Trend Themes
1. Athlete-endorsed Beauty Products - Brands leveraging high-profile athletes to promote beauty products create buzz and credibility among health-conscious consumers.
2. Sustainable Packaging Revamps - Repackaging products using recycled materials addresses increasing consumer demand for sustainability in beauty products.
3. Demi-permanent Color Popularity - Demi-permanent hair dyes that offer vibrant yet temporary changes appeal to consumers looking for low-commitment experimentation.
Industry Implications
1. Beauty and Personal Care - This sector is seeing a shift towards eco-friendly packaging and product formulations as consumers prioritize sustainability.
2. Sports and Athletic Endorsements - Collaboration between beauty brands and professional athletes can drive cross-industry appeal and consumer engagement.
3. Packaging Materials - Innovations in recycled and sustainable packaging materials are transforming how products are developed and marketed in diverse sectors.