Schwarzkopf® Celebrates Bold Transformation with Disney's Freakier Friday
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LOS ANGELES, July 22, 2025 ~ Schwarzkopf®, a renowned hair brand with over 125 years of expertise, has announced its partnership with Disney's Freakier Friday as the official Hair Brand. The highly anticipated film is set to hit theaters on August 8th and to celebrate this collaboration, Schwarzkopf® has launched a multi-platform campaign called "Switch Your Story". This campaign aims to showcase the transformative power of hair color and how it can play a significant role in telling one's story.

Inspired by the movie's theme of switching places and embracing change, the "Switch Your Story" campaign invites both consumers and professionals to explore the impact of hair color on confidence, creativity, and self-expression. The campaign will be promoted through various paid media channels such as connected TV and social media platforms, with tailored messaging for salon professionals and at-home users.

Teresa Cordova, Head of Schwarzkopf® Masterbrand U.S., shared her excitement about this collaboration stating, "Freakier Friday reminds us how powerful it can be to switch things up, and at Schwarzkopf®, we believe that every hair color change marks the start of a new chapter in your story." She also added that as a brand trusted by both salon professionals and at-home users, they take pride in creating high-performance formulas that help people express their true selves.

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Apart from its digital presence, Schwarzkopf® will also have its "Hairstream" mobile salon present at the film's Los Angeles premiere. Attendees will have the opportunity to get professional hair styling services including hair tinsel & hair charm applications. They can also experience an instant transformation using the mobile salon's "Magic Mirror", an augmented reality mirror that allows users to visualize themselves with different hair colors. To continue the celebration, the Hairstream will also make an appearance at Manhattan Village in Los Angeles for a weekend consumer activation on July 26th and 27th.

The campaign not only celebrates Schwarzkopf's world-class professional and at-home color products, but it also offers consumers the chance to recreate the bold hair color looks from the film. The brand will share professional salon formulas and at-home box dye shade suggestions inspired by the movie's vibrant hair colors. For professional colorists, Schwarzkopf® recommends its beloved IGORA Vibrance, a demi-permanent hair color known for its multi-tonal results and vibrant shine. And for those looking to achieve the same looks at home, Schwarzkopf's Keratin Color box dye is the go-to option with its Bond Enforcing technology that provides 100% gray coverage and up to 80% less breakage.

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As part of the "Switch Your Story" campaign, Schwarzkopf® encourages everyone to embrace their power to transform their story through their hair. Whether it's at a salon appointment or at home, they urge consumers to ask for Schwarzkopf® color and visit Keratin Color's website to learn more about switching their hair story. Salon professionals interested in using Schwarzkopf® products can find more information on their website.

To stay updated on the latest color trends and recreate your favorite looks from Freakier Friday, follow @hairbyschwarzkopf.usa and @schwarzkopfusa on Instagram and TikTok. With this collaboration between two iconic brands, get ready to switch your story with a new hair color transformation.
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