When I was told about Up Your Hair Game, the one of the three top athletes spoke out to me and ask me to share her story. The reason why I pick Megan Blunk is that I am also handicapped, and I use my hair as my way of taking back control over what I have no control over. Her hair is amazing looking! Please read on about Up Your Hair Game!
Schwarzkopf Professional® has partnered with top athletes and star colorists to create an inspiring 360 marketing campaign that emphasizes the importance of setting yourself up for success on and off the court and in and out of the salon with the right equipment.
Schwarzkopf Professional®, the brand with over 125 years of hair expertise, launches their 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. Together they will reinforce IGORA VIBRANCE as a premium hair color brand while connecting to 2024’s summer global sporting event. The “Up Your Hair Game” campaign, powered by IGORA VIBRANCE Demi-Permanent Color, celebrates diversity and inclusive hair stories with the goal of empowering everyone to embrace their unique beauty, recognizing the power of hair and its profound expression of individuality. The campaign will run from July to October 2024, featuring a 90-day influencer campaign, in-store promotions, and impactful trade materials.
Professional athletes and influencers will share their hair journeys, provide tips and tutorials, and showcase before-and-after transformations.
Our Athletes (On the court/mat and in the Salon)
At the heart of this campaign lies the transformative power of hair color, as demonstrated by three remarkable athletes, namely Venus Williams (Tennis Champion), Aly Raisman (Gold Medal Gymnast), and Megan Blunk (Wheelchair Basketball Gold Medalist). Each athlete underwent stunning hair transformations, with their hair color hand-crafted by star colorists using the IGORA VIBRANCE Demi-Permanent Color.
Drawing inspiration from the unique journeys of these exceptional athletes, the campaign celebrates individuality and self-expression, showing us that your hair is a powerful tool that tells a story of where we have been and where we still strive to go.
Megan Blunk – Instilling Confidence
Megan Blunk’s story is truly inspiring and shows us that one’s relationship with their hair goes far beyond just choosing a personal look.
“I was nervous to go blonde. I was proud of my long hair and was worried that bleaching it would cause me to have to cut a lot off, but that didn’t happen, and my hair still felt soft and smooth after. I was blonde before my accident, and going back to it has shown me a side of myself that I hadn’t seen for a long time. It reminded me about my femininity, feeling confident, having fun, and taking risks. It’s not just a color change, it’s a whole new way of feeling.”
“As stylists it’s not just about doing pretty hair, it’s about instilling confidence into our clients and to help them overcome life’s challenges.” Colorist Devyn Pennell understood how important Megan’s hair was and is to her,
“Hair actually holds the most energy on your body. The moment you go through something that changes your energy, the first thing you want to do is cut off your hair, because that’s the first thing you have control over. You want to change the energy as fast as you possibly can. Megan was ready for her next chapter, and to change the energy of what she had gone through.”
The Up Your Hair Game campaign is linked to the Schwarzkopf Professional® IGORA Vibrance Relaunch, hitting shelves in August 2024. The revamped products come with several improvements which focus on catering to more clients and services, upgraded formulations and improved sustainability:
– MORE service opportunities for various hair types (vs. previous portfolio)
– MORE natural & pastel shades, completing the previous portfolio
– MORE care for all 9.5 toners with Integrated Bonding Technology (vs. previous portfolio)
– MORE sustainable packaging made with 50% recycled plastic & 83% recycled paper (vs. previous packaging)
The in store marketing will be launched in all Schwarzkopf Professional® retailers in August 2024 as well as across the Schwarzkopf Professional® social media accounts with sneak peaks starting late June. For more information, visit www.schwarzkopf-professional.com and follow @schwarzkopfusa for new updates on the brand campaign and partnership.
About Henkel in North America
Henkel’s portfolio of well-known brands in North America includes Schwarzkopf® hair care, Dial® soaps, Persil®, Purex®, and all® laundry detergents, Snuggle® fabric softeners as well as Loctite®, Technomelt® and Bonderite® adhesives. With sales close to 6.5 billion US dollars (6 billion euros) in 2023, North America accounts for 28 percent of the company’s global sales. Henkel employs around 8,000 people across the U.S., Canada and Puerto Rico. For more information, please visit www.henkel-northamerica.com, and on Twitter @Henkel_NA.
