Schwarzkopf, hair colour and styling brand, has launched its 360-degree campaign ‘Break the rules and not your hair’, for its colour specialist range.
The campaign aims to break the stigma around how every at-home hair colour experience causes the three Ds- dryness, dullness and damage.
The film highlights the importance of eliminating unpleasant results associated with hair colour. It asks viewers to break the norm of having to compromise while choosing to colour at home.
The range comes with a new Colour Care System that helps the pigments penetrate deeper in the hair, locking the colour for longer. It also comes with an extra repair mask for post colour care, to be used after 3 weeks.
The campaign will run across digital platforms. The digital interventions planned for it include the innovative pop-up media ads, category-first CGI (Computer-Generated Imagery) content and an influencer-led ambush campaign.
In connection with this campaign, the brand discerned that consumers often adjust their expectations while choosing to colour at the comfort of their homes, as they feel they need to choose between comfort and results.
To change this norm, the brand conceptualised this #BreakTheRules campaign to shift perceptions about at-home hair colour, how it’s often linked to hair breakage and damage.
“We are excited to launch our first-ever digital campaign for Colour Specialist which highlights the importance of breaking the rules and choosing to not compromise with colour. This is a great starting point for us to create more engaging narratives in the at-home hair colour space through multiple touchpoints such as social channels, influencers, on-ground activations and more,” Shama Dalal, head of marketing, Henkel Beauty Care India, said.