Schwarzkopf, the Henkel-owned hair care brand, is launching a new campaign backed by its new Global Brand Ambassador, actress & producer Sofia Vergara.
 
On March 4, 2024, Schwarzkopf will officially launch its campaign, “What Story Will You Tell?” with a commercial and social media rollout, starring Vergara.

About the ‘What Story Will You Tell?’ Campaign

The campaign is more than just a tagline; it aims to inspire consumers to show up as their true selves and own the story they want to tell the world.
 
Schwarzkopf believes “beauty is the radiance that’s exuded when your appearance reflects how you feel inside, and when your hair is a mirror and canvas to craft your story.”
 
To bring this campaign idea to life, Schwarzkopf enlisted Vergara to help spread this message worldwide. The partnership will be announced via a TVC, premiering on March 4th, as well as collaborations on social media, red carpet appearances and more.
 
Vildan Oenpeker-Cerci, Senior Vice President Marketing of Henkel North America remarks: “It is absolutely thrilling to see Schwarzkopf align with an impressive partner such as Sofia Vergara. Henkel has always been committed to providing high-quality innovations & formulas and we can’t think of a better person to help spread this message globally.”
 
Vergara’s role in Schwarzkopf’s campaign will help to show the transformative effects of using Schwarzkopf products. She will be using her platform to showcase how Schwarzkopf products give her the look she wants to tell her unique story, and serve as inspiration for women to do the same.
 
“Hair is a powerful form of self-expression. Being in the spotlight, confidence is everything and hair plays a big part,” says Vergara. “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.”

More About Sofia Vergara

Last year, Vergara launched her own beauty venture—toty, a range of SPF 50+ essentials, including sun care, skincare, supplements and makeup.