21 April 2024

Dream Team: Schwarzkopf & Celebrity Hairstylist Chris Appleton

Schwarzkopf is working with Chris Appleton on a new brand campaign that encourages consumers to own their story through new blonde hair color innovations.

Schwarzkopf has been an unrivaled authority in hair for over 125 years. Now the company is announcing an exciting new campaign featuring Celebrity Hairstylist Chris Appleton as their new Global Color Ambassador. Schwarzkopf has defined 2024 as the Year of the Blonde, and the brand knows that behind every person’s hair color is a story of courage, empowerment, and trust. This is why they want to inspire professionals and consumers to tell theirs. On March 4, 2024, Schwarzkopf officially launched their campaign, “What Story Will You Tell?”, marked by a highly visual commercial and comprehensive social media rollout, starring Celebrity Hairstylist Chris Appleton.

A brand of firsts, Schwarzkopf’s rich history is synonomous with innovations. The first dry shampoo, the first liquid shampoo, the first hairspray, the first cold perm, the first home color product. Schwarzkopf seamlessly combines its 125-year heritage with cutting-edge technology and pioneering innovation. The company’s goal is to empowers individuals to understand and embrace their unique hair stories. The Schwarzkopf label boasts backing by a global community of hairdressers who collaborate to bring professional expertise to consumers on behalf of the brand. Leading where others follow and encouraging people to showcase the best version of themselves, Schwarzkopf proudly provides the tools needed for everyone to celebrate their individuality.

“What Story Will You Tell?”

Schwarzkopf’s “What Story Will You Tell? campaign is much more than just a tagline. Indeed, it aims to inspire
professionals and consumers alike to be their true selves and own the story they want to tell the world. They believe that beauty is the radiance that’s exuded when your appearance reflects how you feel inside. And we all know that your hair is a mirror and canvas to craft your story. Schwarzkopf elevates its consumers through hair. In this way they can step into every moment with confidence and own their story, on their terms.

To bring this campaign idea to life, Schwarzkopf has enlisted celebrity stylist Chris Appleton. The partnership is being promoted and celebrated via a TV commercial, which premiered on March 5th. The follow-up will include collaborations on social media, red carpet appearances and more. Chris is the perfect partner to bring to life Schwarzkopf’s mission in creating a strong, purposeful, global and culturally relevant campaign message.

Chris McClement, Senior Vice President of Marketing at Henkel North America remarks: “It is absolutely thrilling to see Schwarzkopf align with an impressive partner such as Chris Appleton. Henkel has always been committed to providing high-quality innovations and formulas. We can’t think of a better person to help spread this message globally. Chris embodies Schwarzkopf’s brand ethos in a way that resonates with stylists and consumers alike. We are excited to see what stories he tells in our continued work together.”

More about Chris Appleton

Chris Appleton discovered his passion for hair styling at a young age. He would often experiment with his
mother’s hair before getting his first salon job at just 13 years old. After years of working in London, Los Angeles came calling. Soon Chris became the go-to stylist for Hollywood’s top celebrities – Kim Kardashian, Jennifer Lopez and Dua Lipa, to name a few. He’s the tastemaker and mastermind behind some of the most famous looks and blonde hair color transformations of the past decade. Chris knows well that iconic looks are made complete with the perfect hair shade to take any outfit to the next level.

As an expert in color, Chris is the perfect partner to launch Schwarzkopf’s new blonde innovations. Chris will collaborate with Schwarzkopf to demonstrate how he trusts and uses Schwarzkopf for his clients so they can tell their own hair story. When speaking about the partnership, Chris said: “Since the beginning of my career as a hairstylist, I have always known the name ‘Schwarzkopf.’ They have set the industry standard and have been a mainstay in salons globally for decades. Throughout my career I’ve become known for my color technique and dramatic hair transformations. Many of them are blonde. Schwarzkopf is a brand I trust to deliver high-quality salon results and I’m
excited to take our partnership worldwide.


Evolution has been constant as the Schwarzkopf brand has grown over the last century. They will continue to keep innovating and elevating its hair care products and formulas. For more information, visit schwarzkopf-professional.com Follow @hairbyschwarzkopf.usa for new updates on the brand campaign and partnership with Chris Appleton.

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