Connecting Plots has put a new gloss on Schwarzkopf’s hero permanent colour range, Brilliance, as more and more people colour their own hair during the pandemic.
The Create Your Style campaign is the first major strategic campaign for Connecting Plots as digital creative agency for Henkel Beauty Care ANZ. The independent creative communications agency was awarded the business in May and work officially started from 1 June.
Gemma ap Geraint, Group Account Director at Connecting Plots: “Since the start of the global pandemic, people have had to embrace at-home hair colour more than ever.
“Schwarzkopf has such a trusted reputation in this space, so the new Brilliance campaign is the perfect opportunity to showcase how easy it can be and the amazing transformations that are possible from within your own home.”
The campaign launched on Wednesday 28 July, working alongside media agency Wavemaker. With a DIY focus, it will roll out across digital, social and influencer channels. Consumers can tap into hair tips and be inspired by before and after transformations using the Brilliance range.
Lauren Gooch, Digital Communications Manager for Schwarzkopf: “The campaign is strong and vibrant and speaks to our audience in relevant contexts where we know they are seeking inspiration for hair transformations.”
The campaign builds on the last 18 months of home-styling by both showcasing the bold colours within the Brilliance range and demystifying applying and using the products.
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