Bliss is the word for Schwarzkopf’s new hair care campaign

By Becky Bargh 9-May-2018

The project is inspired by women’s struggles of dealing with the insecurities of damaged hair

Henkel-owned hair care brand Schwarzkopf has revealed a new campaign, which invites women across the US to feel the ‘Bliss of GLISS’, the brand’s latest repair collection.

The campaign documents four women’s journeys to stronger hair, using different products from the GLISS range.

This includes travel blogger Caitlin Covington, beauty expert Lizzy Gutierrez, fashion mogul Shopper Mandy and mum of four Abby Smith.

Manuela Emmrich, Marketing Director Hair Care and Styling at Schwarzkopf, said: “Hair repair means different things to different people so our influencers will share their own personal story of hair damage and repair in a relatable way.”

She added: “We are taking influencers to the next level by casting them as talent in all our communication touchpoints and leveraging the latest digital capabilities.”

The range (US$5.94 - $6.49) includes products for targeted concerns, such as GLISS Ultra Moisture, which provides moisture; Color Guard, which protects colour-treated hair; Ultimate Repair, for extremely damaged hair; Oil Nutritive, to nourish split ends; Extra Volume Collagen, for added volume; and Fiber Therapy, to repair hair’s fibres.

All of the products are available in large beauty retailers across the US.

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