Wavemaker, Schwarzkopf and Grazia celebrate the UK’s many beautiful ‘hair stories’

Wavemaker UK and Schwarzkopf, the global hair cosmetics brand, has partnered with women’s magazine Grazia on a visionary campaign highlighting some of the UK’s most powerful ‘hair stories’.

The campaign is rooted in Schwarzkopf’s mission to make every woman feel beautiful and important. As such, earlier this year, Schwarzkopf opened its silhouette to reflect the real and diverse range of women behind its iconic logo by inviting Grazia readers to submit their own hair stories. From embracing uniqueness to coping with life changes, the brand aims to use real-life stories to remind audiences of the power of hair for reinvention, self-expression, and creativity.

The winning stories and the inspiring women behind them form the campaign creative. Images from an exclusive photoshoot, which was included in the prize, will run across Grazia’s social, digital, and print channels from the 25th July. As part of the partnership, Schwarzkopf will also sponsor the magazine’s podcast, ‘Beauty Life Lessons’.

Ann Wixley, Executive Creative Director, Wavemaker UK, said: “The hair category has been eclipsed by skin and beauty of late. We want to change that. Hair is our crowning glory, our confidence, our means of expression, perhaps even our armour for the day.

We change our hair when we change our mood, when we start a new chapter, or end an old one. Everyone has their own hair story, and by telling them, we hope to inspire others to start their next chapter with Schwarzkopf.

In addition, the supporting digital and OOH activations will spotlight the four winners. With content inspired by the Grazia partnership, the creative will depict the women as the iconic Schwarzkopf silhouette before revealing their identity. As well as impactfully reflecting how interconnected hair is with identity, the concept aims to drive brand equity through building fame and recognition of its silhouette in the UK market.

Wavemaker’s in-house Studio was responsible for the creative development, direction, management and production of these wider campaign assets, which will run from 14th August across London, including central London underground and Westfield, and in key fashion districts nationwide.