Schwarzkopf has hired US singer and actress Dove Cameron as its latest brand ambassador.
The star of Disney’s Descendants and Liv and Maddie will feature in marketing material for the Henkel-owned hair care brand, including its What Story Will You Tell? TV campaign.
Schwarzkopf said it chose the ‘Sand’ singer to target a wider audience because she “resonates with both the salon client and at-home colour consumer”.
“This partnership means a lot to me because [Schwarzkopf] is a brand that I actually use and have loved for such a long time,” said the 28-year-old.
“My hair journey started when I was only eight years old when I became obsessed with the power of dyeing my hair and experimenting with identity and character and the control that that gives me as an artist.
“My identity has changed a lot as I’ve gotten older and found myself, and hair colour has been a big part of being able to claim my identity over and over whenever I feel the need to.
“Changing my hair colour makes me feel renewed, reset and fresh and Schwarzkopf is the only brand – and blonde - I trust.”
Schwarzkopf added that Cameron will represent the results consumers can expect when they have a salon treatment using the brand’s products.
“[Cameron] has gone through an evolution personally with her career and with her style and we’re thrilled she chose Schwarzkopf to be at the forefront of her hair evolution,” said Chris McClement, Senior Vice President of Marketing at Henkel North America.
“Henkel has always been committed to providing high quality innovations and formulas and we are excited to see what stories Dove helps us to tell in our continued work together.”
Cameron’s appointment comes after Scharzkopf signed Griselda and Modern Family actress Sofia Vergara as a brand ambassador earlier this year.
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