Schwarzkopf Professional has scored big after teaming up with three legendary athletes and top stylists for its newest campaign, “Up Your Hair Game.”
The campaign, which celebrates the relaunch of the brand’s IGORA VIBRANCE Demi–Permanent Color, features tennis champion Venus Williams, gold medal gymnast Aly Raisman, and wheelchair basketball gold medalist Megan Blunk. Additionally, three talented Schwarzkopf Professional colorists—Brendnetta Ashley, Carly Zanoni, and Devyn Pennell—who helped them undergo dazzling hair transformations, are also spotlighted as well.
Telling Hair Stories On and Off the Court
The “Up Your Hair Game” campaign, powered by IGORA VIBRANCE Demi-Permanent Color, celebrates diversity and inclusive hair stories with the goal of empowering everyone to embrace their unique beauty and recognize the power of hair, and its profound expression of individuality. Set to run from July to October 2024, the campaign will feature in-store promotions, impactful trade materials, and a 90-day influencer campaign. In addition, professional athletes and influencers will share their hair journeys, provide helpful tips and tutorials, and showcase before-and-after hair transformations.
At the heart of this campaign lies the transformative power of hair color. Each athlete had the opportunity to experiment with a new hair color that was hand-crafted by one of the Schwarzkopf Professional colorists using the IGORA VIBRANCE Demi-Permanent Color. The campaign draws inspiration from the unique journeys of Williams, Raisman, and Blunk, celebrating their individuality and showcasing that hair is a powerful tool that tells a story of where you have been and where you still strive to go.
Venus Williams on Her Before and After Hair Transformation
While Williams is known on and off the court for her experimentation with color and style, Ashley was still able to create a look that the athlete “had never expected.”
“When creating Venus’s ‘Blonde Bombshell’ using IGORA VIBRANCE, I wanted a rich tone that would really reflect shine…This honey blonde not only reflects vibrancy, but truly shows a daringly elegant side of Venus!” Ashley said.
Speaking on her before and after transformation, Williams shared, “I’ve always loved being creative and experimenting with different hair colors and styles. It wasn’t until today using IGORA VIBRANCE that I discovered new possibilities and can actually push my boundaries even further. Now, I’m so excited to explore all kinds of styles and I can’t wait to see what’s next.”
Aly Raisman on Keeping It Natural
For Raisman, her relationship with her hair first began at the age of two, when she started gymnastics. She soon became known for “The Aly Bun” during her years of competing. Now in her retirement, she is beginning to discover what makes her feel confident outside of wearing her hair in a bun.
With her hair transformation, Raisman was set on not straying too far from her natural hair color:
“I was looking for a color that looked natural and sun-kissed—like I had just come back from a vacation. I couldn’t be happier with the result. My hair is full of shine, feels great, and the color really makes my curls pop, while being low maintenance enough for my busy lifestyle.”
Taking in consideration Raisman’s hair goals, Zanoni made sure to keep her hair color natural while enhancing her already dimensional brunette hair. “For Aly, I chose a mixture of neutral and warmer tones that were just a few levels lighter than her natural hair color,” she said. “Not only did Schwarzkopf IGORA VIBRANCE create the perfect sun-kissed color, it also gave Aly’s hair incredible shine!”
Megan Blunk on Instilling Confidence
Blunk’s blonde transformation highlighted that one’s relationship with their hair goes far beyond just choosing a persona look.
“I was nervous to go blonde. I was proud of my long hair and was worried that bleaching it would cause me to have to cut a lot off, but that didn’t happen and my hair still felt soft and smooth after,” said Blunk. “I was blonde before my accident and going back to it has shown me a side of myself that I hadn’t seen for a long time. It reminded me about my femininity, feeling confident, having fun, and taking risks. It’s not just a color change, it’s a whole new way of feeling.”
As her colorist, Pennell understood how important Blunk’s hair was and is to her. “Hair actually holds the most energy on your body,” she said. “The moment you go through something that changes your energy, the first thing you want to do is cut off your hair, because that’s the first thing you have control over. You want to change the energy as fast as you possibly can. Megan was ready for her next chapter and to change the energy of what she had gone through.”
A New and Improved IGORA VIBRANCE Demi-Permanent Color
Schwarzkopf Professional’s IGORA VIBRANCE relaunch is set to hit shelves August 2024. The newly revamped products will come with several improvements which focus on catering to more clients and services, upgraded formulations, and improved sustainability. The new IGORA VIBRANCE portfolio will include more natural and pastel shades completing the previous portfolio, more care for all 9.5 toners with Integrated Bonding Technology, and more service opportunities for various hair types. Also, the new packaging is more sustainable with 50% recycled plastic and 83% recycled paper.
For the latest updates on the “Up Your Hair Game” campaign, be sure to follow @schwarzkopfusa on Instagram or visit www.schwarzkopf-professional.com
