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Running from July to October 2024, it will feature a 90-day influencer campaign, in-store promotions and impactful trade materials.
Schwarzkopf Professional has partnered with top athletes and star colorists to create a 360 marketing campaign to relaunch its Igora Vibrance Demi-Permanent Color.
The campaign features athletes Venus Williams, Aly Raisman and Megan Blunk and the colorists who created their hair transformations – Brendnetta Ashley, Carly Zanoni and Devyn Pennell. Together, they will connect to 2024’s summer global sporting event.
The “Up Your Hair Game” campaign, powered by Igora Vibrance Demi-Permanent Color, features tennis champion Venus Williams, Gold Medal Gymnast Aly Raisman and wheelchair basketball Gold Medalist Megan Blunk. The campaign celebrates diversity and inclusive hair stories with the goal of empowering everyone to embrace their unique beauty, recognizing the power of hair and 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.
Schwarzkopf Professional’s Igora Vibrance will relaunch in August 2024. The revamped products come with several improvements, which focus on catering to more clients and services, upgraded formulations and improved sustainability, with packaging made with 50% recycled plastic and 83% recycled paper versus the previous packaging.
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