THE WHAT?  Schwarzkopf is expanding its “What Story Will You Tell?” campaign by introducing Dove Cameron as the new brand ambassador. The campaign, which began with a visually stunning TV commercial featuring Sofia Vergara and Chris Appleton, now aims to reach a broader audience through Cameron’s extensive career in film, television, and music.

THE DETAILS  The brand’s latest campaign encourages consumers to share their unique hair stories, emphasizing that beauty is about how one feels inside. Dove Cameron, known for her versatile looks and transformations, perfectly embodies this message. Her debut album, Alchemical: Volume 1, reflects her personal and artistic evolution, making her an ideal partner for Schwarzkopf. 

THE WHY?  Chris McClement, Senior Vice President of Marketing at Henkel North America, expressed excitement about the partnership, noting that Cameron’s personal and professional evolution aligns with Schwarzkopf’s values. The brand looks forward to the new stories and inspirations that this collaboration will bring to life.