Schwarzkopf has teamed up with Disney as the official hair partner for Freakier Friday, the upcoming sequel to the 2003 cult comedy Freaky Friday. Tapping into the movie’s central theme of transformation, the Henkel-owned brand has launched a dynamic, multi-platform campaign titled “Switch Your Story.”
The initiative is rooted in the idea of reinvention, echoing the film’s plot where a mother-daughter duo played by Jamie Lee Curtis and Lindsay Lohan swap lives. Schwarzkopf’s campaign aims to demonstrate how a simple change in hair colour can act as a catalyst for self-expression, confidence, and creativity.
The campaign will unfold across various digital platforms, including connected TV and social media, with targeted content designed for both consumers and salon professionals. According to Schwarzkopf’s US Masterbrand Head Teresa Cordova, the film underscores the empowerment that comes from embracing change, a sentiment the brand aligns with through its diverse range of hair colour solutions.
To bring the campaign to life, Schwarzkopf introduced its Hairstream, a mobile salon at the film’s Los Angeles premiere on July 22. Visitors enjoyed hair styling experiences like hair tinsel and charm applications, along with an AR-powered mirror to preview different hair colours.
The brand will further expand the pop-up experience on July 26 and 27 at Manhattan Village, offering professional salon services and at-home hair dye recommendations inspired by the movie’s bold aesthetics. Products featured include Igora Vibrance for demi-permanent salon transformations and Keratin Color for DIY users.
This collaboration also celebrates Lindsay Lohan’s ongoing relationship with Schwarzkopf, highlighting her long-time association with Tracey Cunningham, the brand’s US Creative Director of Colour & Technique.
With this campaign, Schwarzkopf invites everyone to embrace change, starting with their hair.
