Schwarzkopf announced a new campaign backed by the star power of new Global Brand Ambassador, actress, and producer Sofia Vergara. On March 4, 2024, Schwarzkopf will officially launch the campaign, “What Story Will You Tell?”, marked by a highly visual commercial and comprehensive social media rollout, starring Sofia.

Schwarzkopf’s “What Story Will You Tell?” campaign aims to inspire consumers to show up as their true selves and own the story they want to tell the world. To bring this campaign idea to life, Schwarzkopf enlisted Sofia Vergara to help spread this message worldwide.

The partnership will be announced via a TVC, premiering on March 4th, as well as collaborations on social media and red carpet appearances. Sofia is the perfect partner to bring to life Schwarzkopf’s mission in creating a strong, purposeful, global and culturally relevant campaign message.

“It is absolutely thrilling to see Schwarzkopf align with an impressive partner such as Sofia Vergara," said Vildan Oenpeker-Cerci, senior vice president marketing of Henkel North America in a statement. "Henkel has always been committed to providing high-quality innovations and formulas and we can’t think of a better person to help spread this message globally. Sofia embodies Schwarzkopf’s brand ethos in a way that resonates with stylists & consumers alike and we are excited to see what stories she tells in our continued work together.”

Sofia’s role in Schwarzkopf’s campaign will help to show the transformative effects of using Schwarzkopf products. Sofia is the epitome of “hair goals” and will be using her platform to showcase how Schwarzkopf products give her the look she wants to tell her unique story, and serve as inspiration for women to do the same.

“Hair is a powerful form of self-expression. Being in the spotlight, confidence is everything and hair plays a big part. For me, becoming Schwarzkopf’s global brand ambassador is not just about endorsing hair products, it’s about collaborating with a brand that shares my vision of embracing and celebrating the power of self-expression and confidence. We both believe in the power of hair and want to empower and inspire other women to take control of their narrative and express themselves through their hair.”

— Sofia Vergara, Schwarzkopf Global Brand Ambassador, Actress, and Producer