Wavemaker Content have created an impactful and bold campaign to help push Henkel’s Schwarzkopf LIVE products to No.1 in the home hair colour market.
The Wavemaker Content team created purpose-led content that felt authentic, champions self-expression and encourages Henkel’s consumers to colour their hair at home with pride.
The ways in which we are often taught to think about hair can affect how we relate to ourselves, to our bodies. To any aspect of our being for that matter. Much like our gender, cultural or sexuality identity.
Traditional beauty standards tell us what our hair should look like. We would not only create a campaign that stood up against these stereotypes, we’d create a campaign that would break the mould.
Wavemaker Content partnered with Refinery 29, a leading global media company, which speaks to young women to work harmoniously with Schwarzkopf LIVE Colour and got2b. These brands are renowned for celebrating self-expression and inclusivity through their unapologetically bold, beauty norm-defying hair colours and styling products.
We created Crowing Glory, a digital first content series that intimately explores how our hair is intrinsically connected to our identity. The colours we choose for our hair speak volumes about how we want the world to view us.
Whether it’s dipping into rainbow hues whenever the mood strikes, or amplifying subtler shades, the world of hair colour has never been more expressive and expansive than right now.
The result of this long partnership is inspiring, untapped stories of people who use their hair as a canvas to express themselves.
Alongside media support for the brands for 2020, the partnership helped propel LIVE into the number one spot within the home hair colour market.