The global cosmetics company Schwarzkopf she has already found her new muse. The actress Sofia Vergara is new brand ambassador, starring in the campaign entitled ‘What story will you tell?. The campaign, which launches in March, will be live on social media and will also include TV ads.
The campaign coincides with Vergara’s final role on the series Netflix “Griselda”, which premieres these days.
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“Stepping into this dramatic role for Griselda was different for me. So when I heard about Schwarzkopf’s ‘What story will you tell?’ campaign, it just made sense,” said Vergara. “It’s working with a brand that shares my vision of embracing and celebrating the power of self-expression and confidence. It’s a philosophy I embrace.”
As Sofia Vergara stated about her relationship with beauty is “telling my own story to the world or using it as a tool to tell other stories,” she said. “In my own career, confidence is everything and hair plays a big role. It allows me to express myself authentically both on and off screen.”
This relationship is consistent with the underlying consumer behaviors that Schwarzkopf taps into. “The picture driving the US market is that from a consumer perspective, hair helps the consumer embody who they are and how they would like to see themselves. There are thousands of campaigns on the market, but the thing is, hair can help you tell your story,” said Vildan Cerci, senior vice president of marketing at Henkel.
Vergara was a natural fit for the brand, Cerci said. “Finding the right ambassador for Schwarzkopf is not easy because of our reach as a brand. It has a very long legacy of over 120 years of experience,” he said. “Sofia is very authentic, she is a real beauty who accepts herself for who she is and builds confidence through her approach to beauty.”
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With Vergara’s campaign aimed at consumers and professional hairstylists, the goal was to “build a stronger bridge between our professional experience at Schwarzkopf and our consumer business,” Cerci said. “This is the foundation of our strategy to further advance the business in the US market.”
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