UK’s most No 1 home hair colour brand introduces new looks, new ad, new talent as Schwarzkopf LIVE extends its Generation Colour campaign to celebrate diversity.
The popular hair colour brand from family owned Henkel hit the number one spot earlier than planned last year when salons closed due to the coronavirus pandemic. Women all over the UK turned to bold and beautiful colours that expressed their personality and allowed them to have fun and be creative. As a result, Henkel saw sales of LIVE grow by 31.5% in 2020.
The trend looks set to continue, according to Ana Faria, Senior Brand Manager, LIVE Colour: “Celebrating your identity with fun colours can help lift the spirits and the huge increase in sales last year bears this out. LIVE colour celebrates everyone living their life in their own way, without constraints. That’s why we work with influencers who embody a wide range of ages, backgrounds and lifestyles – each woman brings to the table a unique experience, creating an inclusive campaign.”
Schwarzkopf LIVE is a portfolio of 52 permanent and semi-permanent shades that range from bold like Raspberry Rebel (worn by Roxan in the new campaign) and Bittersweet Chocolate (shown by Charli Howard) to pastels (Mickey Monroe wears Rose Gold) right through to the most adventurous colours on the market – blue, green, purple and pink. The range LIVE men, bright and bold colours for men, and shades with extra moisture for textured, curly and afro hair.
Ana Faria says that “whatever colour you feel reflects your personality and style, LIVE has a shade to match it. Newcomers get a nudge of confidence, while existing fans keep experimenting, finding the look that perfectly expresses their personality and lifestyle.”
For the campaign looks, Schwarzkopf LIVE worked with Lyndell Mansfield, international session stylist and LIVE’s Colour Ambassador. She chose to work with the brand because: “Generation Colour is a celebration of feeling empowered inside and out, no matter what age, background, body shape or hair type you are.”