Beauty Launches

Schwarzkopf Recruits Lindsay Lohan for New Campaign

Schwarzkopf's mobile hair salon, ‘Hairstream,’ will be in LA for the premiere of "Freakier Friday."

July 24, 2025

Assistant Editor

Schwarzkopf is the official hair brand for Disney’s “Freakier Friday,” in theaters August 8th—and the film’s star, Lindsay Lohan, is the face of the brand’s new campaign.

Schwarzkopf will spotlight the power of transformation in its multi-platform “Switch Your Story” campaign. Lohan highlights the role hair color plays in telling a story about the consumer.

Teresa Cordova, Head of Schwarzkopf Masterbrand U.S., said,

“Freakier Friday reminds us how powerful it can be to switch things up, and at Schwarzkopf, we believe that every hair color change marks the start of a new chapter in your story. As a brand trusted by both salon professionals and at-home users, we’re proud to create high-performance formulas that help people express who they are today and who they are becoming.”

Schwarzkopf’s Mobile Hair Salon at the Film’s Premiere

Schwarzkopf will bring its new “Hairstream,” a branded mobile hair salon, to the film’s Los Angeles premiere.

Hairstream will offer professional hair styling services, including hair tinsel & hair charm applications. Premiere attendees will be able to “switch their story” instantly, using the mobile salon’s “Magic Mirror.” The augmented reality mirror allows users to visualize what they would look like with different hair color.

Inspired by the film’s iconic theme of switching places and embracing change, the campaign invites consumers and professionals to explore how hair color—and switching to Schwarzkopf hair color products—can spark confidence, creativity, and self-expression.

To continue the celebration, the Hairstream will also pop up in Los Angeles at Manhattan Village for a weekend consumer activation on Saturday, July 26, and Sunday, July 27.

Fans can enjoy the same VIP Schwarzkopf styling experience offered at the premiere and share their hair stories.

The campaign will also run across paid media channels, including connected TV and social platforms, with messaging tailored to salon professionals and at-home users.