Schwarzkopf Unveils New Hair Campaign: Bliss of GLISS

FASHION - COMPANY NEWS

Source : Schwarzkopf

GLISS™, Schwarzkopf's beloved and award-winning global haircare franchise, is encouraging women to wash away hair damage and feel the "Bliss of GLISS". Inspired by women's personal experiences navigating stress and insecurities of damaged hair, the campaign unites women across the country to discuss their mutual desire for strong, more resilient hair by demonstrating GLISS's patented repair technology as an uncompromising solution.

The campaign documents the journey of four women, 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 woman's story tells an inspiring narrative on how they experienced their own "Bliss of GLISS" when they discovered the right formula with Hair-Identical Keratin that would help solve their targeted concerns such as color protection, intense hydration, long-lasting volume, and weightless nourishment.

The campaign uses simple and relatable imagery to to show how the Hair-Identical Keratin in GLISS products helps replace what hair loses daily so hair can look its best. With their own personal brand and loyal following, these popular personalities can help a company gain instant credibility with consumers. "We are taking influencers to the next level by casting them as talent in all our communication touchpoints and leveraging the latest digital capabiliites," says Manuela Emmrich, Marketing Director, Hair Care and Styling. "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."