23 Oct 2023

Schwarzkopf, a leading hair colour and styling brand, has launched a new campaign, ‘Break the rules and not your hair’, for its hair colour specialist product range. The campaign shows that at-home hair colour need not cause dullness, damage, and dryness. Its new colour range is equipped with a Colour Care System that allows the pigments to penetrate deeper into the hair, allowing the colour to last longer. The range also comes with an additional repair mask to be used after colouring for three weeks.

This campaign will be shown on all digital portals along with pop-up media ads, ambush campaign by an influencer, and category-first CGI (Computer-Generated Imagery) content. The ad campaign aims to change the narrative that at-home hair colouring often leads to hair damage and breakage.

According to Shama Dalal, Head of Marketing, Henkel Beauty Care India, this new ad – campaign is the first digital campaign for Colour Specialist that asks consumers not to compromise with hair colour. It is an interesting way to broadcast a message about at-home hair colour through different social mediums.