EVERYBODY'S GOING BLONDE
@BLENDED STRATEGY GROUP
Client
Schwarzkopf
Deliverables
Campaing Concept + Ideation
Art Direction
Graphic Design
Year
2024
Creative: Blended Strategy Group
Art Direction: Martina Menini
Photographer + Motion Director: Brooke Nipar
Director of Photography: Michael Rizzi
Talent: Dove Cameron
Wardrobe: Chloe and Channel
Props: Ali Gallagher
Make-up: Kale Tater
Hair: Jacob Rozengberg
Producer: Pepper Made for Blended Strategy
Schwarzkopf, a global hair care company with over 125 years of pioneering the color industry, approached our team at Blended Strategy Group in 2023, with the challenge of launching their Masterbrand Channel in the US, @hairbyschwarzkopf.usa. The goal since then has been to create a social media community that speaks both to the consumer and the professional worlds.
We spent almost a year crafting an extensive digital-first strategy, fine tuning the creative direction & brand voice for their masterbrand specific channel to make them stand out amongst competitors. This work laid the fundation for one of our most exciting moments: ideating the campaign & announcement for one of their newest brand ambassadors, Dove Cameron.
In February 2024, we conceptualized and executed Dove’s debut campaign, designed to feel fresh, editorial, and unmistakably Schwarzkopf. From the creative ideation, storyboarding, art direction and finally to production oversight, we brought to life a high-impact narrative that introduced Dove as a face of the brand while aligning with her bold, endy and expressive identity.
The original announcement has over 8.7M views to date, gaining significant traction across platforms. It was widely re-shared and reposted by fans, beauty enthusiasts, and media outlets alike — amplifying Schwarzkopf’s visibility, driving conversation around the brand, and solidifying Dove Cameron’s role as a powerful ambassador in the beauty space.
