The iconic hair brand Schwarzkopf Professional has launched its newest campaign, “Up Your Hair Game,” for the relaunch of IGORA VIBRANCE Demi-Permanent Color. Schwarzkopf Professional has partnered up with top athletes Venus Williams, Aly Raisman, and Megan Blunk and features the talented colorists who created their hair looks – Brendnetta Ashley, Carly Zanoni, and Devyn Pennell.
Powered by IGORA VIBRANCE Demi-Permanent Color, the “Up Your Hair Game” campaign celebrates diversity and is driven to empower everyone through their unique hair and overall beauty. The power of hair is important when expressing individuality, as shown by the three athletes in the campaign. Each athlete went through a hair transformation inspired by their own unique journeys using hand-crafted hair colors using the IGORA VIBRANCE Demi-Permanent Color.
Venus Williams – Before & After Hair Transformation
Known for her experimentation with hair color and style on and off the court, Venus Williams underwent an unexpected hair transformation with Schwarzkopf Professional. Colorist Brendnetta Ashley wanted to create a vibrant yet elegant blonde with a rich tone to reflect Venus’s chic side, so she came up with Venus’s Bombshell Blonde color.
Venus expresses her love for her hairstyle: “I’ve always loved being creative and experimenting with different hair colors and styles. It wasn’t until today, using IGORA VIBRANCE, that I discovered new possibilities and can push my boundaries even further. Now, I’m so excited to explore various styles and can’t wait to see what’s next.”
Aly Raisman – Keeping it Natural
Famous for “The Aly Bun” during her years of competing, Aly Raisman’s hair journey began at age two when she started gymnastics. Her hair story continues to evolve after her retirement, as she is finding what style makes her feel confident out of a bun.
Aly was looking for a more natural look, and colorist Carly Zanoni took this into account while enhancing her natural brunette hair. Carly says she “chose a mixture of neutral and warmer tones just a few levels lighter than her natural color. Not only did Schwarzkopf IGORA VIBRANCE create the perfect sun kissed color, it also gave Aly’s hair incredible shine!”
Happy with the end result, Aly says, “I was looking for a color that looked natural and sun-kissed—as I had just come back from a vacation. I couldn’t be happier with the result. My hair is full of shine and feels great, and the color really makes my curls pop while being low-maintenance enough for my busy lifestyle.”
Megan Blunk – Instilling Confidence
The inspiring story of Megan Blunk shows that a relationship with hair goes beyond just finding one’s own personal look. Megan’s beautiful, long hair was very important to her, and colorist Devyn Pennell showed her understanding when formulating Megan’s hair color.
Devyn puts her understanding into words, saying, “Hair holds the most energy on your body. When you go through something that changes your energy, you first want to cut off your hair because that’s the first thing you control. You want to change the energy as fast as you possibly can. Megan was ready for her next chapter and to change the energy of what she had gone through.”
Megan expresses her emotions about her hair transformation: “I was nervous about going blonde. I was proud of my long hair and worried that bleaching would cause me to cut a lot off, but that didn’t happen, and my hair still felt soft and smooth afterward. I was blonde before my accident, and going back to it has shown me a side of myself that I hadn’t seen for a long time. It reminded me of my femininity, confidence, having fun, and taking risks. It’s not just a color change; it’s a whole new way of feeling.”
With upgraded formulations and advanced sustainability, the “Up Your Hair Game” campaign is linked to the Schwarzkopf Professional® IGORA Vibrance Relaunch, which will hit the shelves in August 2024. For more information, visit www.schwarzkopf-professional.com and follow @schwarzkopfusa for new brand campaigns and partnership updates.
XOXO,
Your Fashion Bestie
