Schwarzkopf wants users to feel the 'Bliss of Gliss'
Schwarzkopf is encouraging users to wash away hair damage and feel the “Bliss of Gliss.”
The Stamford, Conn.-based company’s new campaign was inspired by real, personal experiences of navigating the stress and insecurities of damaged hair. It encourages women across the country to unite and discuss their mutual desire for strong, resilient tresses.
Focusing on the journey of four women, the campaign follows Abby Smith, a Utah native and mother of four, international fashion mogul Shopper Mandy, travel blogger Caitlin Coving and West Coast beauty expert Lizzy Gutierrez. Each tells a narrative on how they each achieved their own “Bliss of Gliss” after using he Hair-Identical Keratin, which solved their targeted concerns such as color protection, hydration, long-lasting volume and nourishment.
“We are taking influencers to the next level by casting them as talent in all our communication touchpoints and leveraging the latest digital capabilities," Manuela Emmrich, marketing director of hair care and styling, said. "Hair repair means different things to different people so our influencers will share their own personal story of hair damage and repair in a relatable way.”
Schwarzkopf’s Gliss Hair Repair collection includes the Ulta Moisture, Color Guard, Ultimate Repair, Oil Nutritive, Extra Volume Collagen Complex, and Fiber Therapy lines.
All products are available for purchase in mass, drug and grocery stores nationwide for the suggested retail prices of $5.94 to $6.94.
The Stamford, Conn.-based company’s new campaign was inspired by real, personal experiences of navigating the stress and insecurities of damaged hair. It encourages women across the country to unite and discuss their mutual desire for strong, resilient tresses.
Focusing on the journey of four women, the campaign follows Abby Smith, a Utah native and mother of four, international fashion mogul Shopper Mandy, travel blogger Caitlin Coving and West Coast beauty expert Lizzy Gutierrez. Each tells a narrative on how they each achieved their own “Bliss of Gliss” after using he Hair-Identical Keratin, which solved their targeted concerns such as color protection, hydration, long-lasting volume and nourishment.
“We are taking influencers to the next level by casting them as talent in all our communication touchpoints and leveraging the latest digital capabilities," Manuela Emmrich, marketing director of hair care and styling, said. "Hair repair means different things to different people so our influencers will share their own personal story of hair damage and repair in a relatable way.”
Schwarzkopf’s Gliss Hair Repair collection includes the Ulta Moisture, Color Guard, Ultimate Repair, Oil Nutritive, Extra Volume Collagen Complex, and Fiber Therapy lines.
All products are available for purchase in mass, drug and grocery stores nationwide for the suggested retail prices of $5.94 to $6.94.