Schwarzkopf LIVE extends Generation Colour campaign to celebrate diversity
The popular hair colour brand from Henkel hit the number one spot earlier than planned last year when salons closed due to the coronavirus pandemic. Women all over the UK turned to bold and beautiful colours that expressed their personality and allowed them to have fun and be creative. As a result, Henkel saw sales of LIVE grow by 31.5% in 2020, according IRI*.
The trend looks set to continue, according to Ana Faria, Senior Brand Manager, LIVE Colour: "Celebrating your identity with fun colours can help lift the spirits and the huge increase in sales last year bears this out. LIVE colour celebrates everyone living their life in their own way, without constraints. That's why we work with influencers who embody a wide range of ages, backgrounds and lifestyles - each woman brings to the table a unique experience, creating an inclusive campaign."
Schwarzkopf LIVE is a portfolio of 52 permanent and semi-permanent shades that range from bold like Raspberry Rebel (worn by Roxan in the new campaign) and Bittersweet Chocolate (shown by Charli Howard) to pastels (Mickey Monroe wears Rose Gold) right through to the most adventurous colours on the market - blue, green, purple and pink. The range LIVE men, bright and bold colours for men, and shades with extra moisture for textured, curly and afro hair.
Ana Faria says that “whatever colour you feel reflects your personality and style, LIVE has a shade to match it. Newcomers get a nudge of confidence, while existing fans keep experimenting, finding the look that perfectly expresses their personality and lifestyle.”
For the campaign looks, Schwarzkopf LIVE worked with Lyndell Mansfield, international session stylist and LIVE’s Colour Ambassador. She chose to work with the brand because: “Generation Colour is a celebration of feeling empowered inside and out, no matter what age, background, body shape or hair type you are.”
Introducing Generation Colour
Maxine Heron @MaxineHeron - I am a leading light
“I've always wondered about going blonde, and this has been an amazing way to test the waters without straying too far from being a brunette. Here's to new beginnings with lighter times ahead - I've discovered a fresh confidence with this hair and am beyond excited to show it off to the world!” Maxine is wearing Tempting Chocolate and Absolute Platinum.
Roxan @Rotriplex - I am a berry rebel
“One of the ways I express myself to the world is through colour showing my identity! Not only does the name Raspberry Rebel sum up the colour loving woman I am, but the bright vibrant colour matches my personality too! I love it, it’s perfect!” Roxan is wearing Raspberry Rebel.
Priscilla Anyabu @PriscillaAnyabu - I am a ray of sunshine
“My hair is my expression. Each look & colour is a statement and when I’m wearing Mango Twist I’m bold & confident. One thing about me is that if my hair is not on point, I don’t feel on point!” Priscilla is wearing a wig coloured with Mango Twist.
Simone Powderly @simonepowderly – is always on fire
“It was a completely different look for me. The cranberry colour was fiery and good for textured hair and it shows that you can colour your hair without any damage. The colour reflects my inner personality – my nickname is Simba so it fits with my inner lioness.” Simone is wearing Cranberry Bliss.
Charlotte Hole @CH32 - I'm no Shrinking Violet
'I think it's important to educate women that they can feel and look great expressing their personality through colour.' Charlotte is a brand ambassador for LIVE. She is wearing Max Blonde with Lilac Crush highlights.
Eimear Varian Barry @eimearvarianbarry – Shaking up silver
"I’ve gone silver a few times before and I loved it, it suits my current blonde colour and my style. It just makes me feel glam and when I feel glam, I feel even more confident. Nothing is forever and a colour change may just give you a new lease of life.” Eimear is wearing Steel Silver.
Irena Drezi @irenadrezi – Rockin' the blues
"I’ve always been adventurous with my hair and I’ve literally had every colour under the sun - pink, blonde, red you name it, but I’ve always wanted to try blue. It’s a great contrast for my skin tone and really brings out my features.” Irena is wearing Cosmic Blue and Electric Blue.
Mickey Monroe @mickeymonroexx - I am a wild rose
“The last time I had pink hair was when I was 16 and I was suspended from school for colouring it so it really appealed to me to go rose gold. I looked better and it brightened up my mood. I saw it as a bit of fun and we all need a bit of fun!” Mickey is wearing Rose Gold.
Charli Howard @charlihoward - Embracing her dark side
Charli is proud to embracing her dark side in the #generationcolour concept, celebrating all women, all ages, all body shapes, all hair textures. Charli uses our gorgeous Bitter Sweet Chocolate.