The impact of our hair colour goes beyond our visual appearance; it can celebrate individuality and express our most authentic selves. It shows us we can be bold and sets us apart while sparking connection with others. Schwarzkopf LIVE is encouraging people across the UK to tap into the power their hair can bestow and embrace new avenues of colours and tones in its 2023 campaign.
Building on the past year’s advert’s approach to promoting the transformative effect of colour, the new advert continues the focus on empowerment themes that encourage us to let our true colours shine, and enhances the narrative by introducing a new avenue of self-expression.
The TV advert sends a strong message to consumers to Embrace the Power of Colour, and explore blonde looks. The advert introduces a new ambassador, Amber Jean to the diverse mix from last year. She is a model and business owner, with alopecia and lost her hair at the age of 15. Wigs became her armour after her hair loss, and her wig brand ‘Amber Jean’ inspires other women with alopecia to joyfully express themselves through wigs and scarves. She is seen switching up her look in the advert, from a striking blonde bob to a vibrant pastel wavy style. The versatility of her appearance in the advert speaks to the rejuvenating effect colour can have on our mood and personality.
Diversity and inclusion remain a priority in this year’s advert, which advocates that playing with colour can help you unlock the best version of yourself regardless of your background, age, or hair texture. Amber Jean is joined by Emily, the first British woman to win an Olympic silver medal in weightlifting, she tapped into the power of colour by colouring her hair blue and red the night before competing. Also featured in the advert is, Myla, the first woman with 4c hair texture to feature in LIVE’s TV adverts; Mia, a Gen Z model that rocks a confident coloured streak in her hair; Skye, a biracial model that embraces her natural texture with colour; Lolly, a 52 year old model and businesswoman that enhances her silver hair with LIVE, and Charlotte, a Schwarzkopf creator that champions colour as a source of self-love.
The campaign is accompanied by exciting portfolio updates. The Intense Bleach range has been relaunched with a new formula and design to kickstart the consumer journey of sporting a bold blonde look. There are also new product launches to make the transition to blonde a seamless process. The Powder Bleach has been designed to provide a targeted application that will help anyone, regardless of skill achieve their desired blonde style that can be elevated with face framing pieces or highlights, and the Post Bleach Toners have been developed with a vegan, ammonia free formula which has been created to reduce brassiness and infuse blond pigments into hair strands, leaving hair feeling soft with a healthy-looking shine.
The Bleaches’ upgrade and the new Toners can be combined for a Full Blonde-Care Routine, along with LIVE Silver Drops, Icy Pearl Colour & Mask and the Silver Shampoo. For those who want to boost their hair colour, they can experiment with the relaunched Pretty Pastels range - now with stronger formulation for better colour performance.
The advert evokes a high level of emotional engagement from audiences, leading it to achieve an exceptional brand power contribution score of 97/100 when ad testing was conducted. Its emotive and relatable message cuts through the noise and inspires people to unleash their creative and confident selves. This ability to inspire freedom from inhibitions by embracing colour has secured Schwarzkopf LIVE the number two spot in the market.
Schwarzkopf LIVE proudly declares that everyone should step out of their norm, experiment with their look and Embrace the Power of Colour. Andrea Pousa, Brand Manager, says “Changing your hair colour can affect your mood and make you feel powerful. It is a much deeper feeling that goes beyond the physical difference. It empowers us to celebrate our authentic selves, and through this campaign we want women to feel proud of who they are and Embrace the Power of Colour.”