#United States #Los Angeles #Disney #Schwarzkopf #Freakier Friday

Schwarzkopf® and Disney Team Up for a Groundbreaking Campaign

In a thrilling partnership, Schwarzkopf®, a savant in hair care for over 125 years, proudly announces its role as the official Hair Brand of Disney's highly anticipated movie Freakier Friday, set to hit theaters on August 8, 2025. This collaboration marks Schwarzkopf's first foray with Disney and is celebrated through the innovative Switch Your Story campaign, designed to emphasize the transformative power of hair color in personal storytelling.

The Switch Your Story Campaign

The Switch Your Story initiative aims to engage both consumers and professionals in exploring how a change in hair color can ignite confidence and creativity. With a nod to the film's theme of transformation and identity exchange, Schwarzkopf encourages everyone to embrace change through their hair. The campaign's outreach will span various media platforms, leveraging connected television and social media to communicate tailored messages geared towards salon professionals and at-home users alike.

Teresa Cordova, Head of Schwarzkopf® Masterbrand U.S., stated, "Freakier Friday reminds us how powerful it can be to switch things up, and at Schwarzkopf®, we believe every hair color change marks the start of a new chapter in your story. Our high-performance products enable individuals to express their evolving identities."

A Hair Salon on Wheels: The Hairstream

One of the most exciting additions to this collaboration is the Hairstream, Schwarzkopf’s beautifully branded mobile hair salon. Attendees of the film's premiere in Los Angeles will have the unique opportunity to enjoy professional hair styling services, including hair tinsel applications. Additionally, using the Magic Mirror—an augmented reality tool—guests can sample various hair colors, helping them visualize their transformations.

Following the premiere, the Hairstream will also appear at Manhattan Village in Los Angeles on the weekend of July 26 and 27, from 10 a.m. to 6 p.m., offering fans the chance to gain VIP styling experiences and share their personal hair stories.

Highlighting Product Offerings

As part of the campaign, Schwarzkopf will showcase its world-class hair color products available in over 140 countries. For both consumers and professional colorists, Schwarzkopf has crafted tailored product suggestions inspired by the bold hair looks featured in the film. Professional stylists can utilize Schwarzkopf's celebrated IGORA Vibrance, a cutting-edge demi-permanent hair color that delivers multi-tonal and vibrant shine. On the consumer side, the Keratin Color box dye is spotlighted for its remarkable benefits, including 100% gray coverage and reduced breakage thanks to its Bond Enforcing technology.

Join the Transformation

As Schwarzkopf® invites everyone to Switch Your Story, the question posed to consumers is: what new story will you tell? Whether seeking a salon experience or a coloring adventure at home, Schwarzkopf is dedicated to helping individuals express their unique narratives. To stay updated with the latest color trends and offerings, follow @hairbyschwarzkopf.usa and @schwarzkopfusa on Instagram and TikTok.

About Henkel and Schwarzkopf

Henkel's North American portfolio includes various household brands alongside Schwarzkopf hair care. With approximately 8,000 employees across the U.S., Canada, and Puerto Rico, Henkel accounts for 28% of the company's global sales, reaching nearly $6.5 billion in 2024. More details can be found at www.henkel-northamerica.com.

About Disney’s Freakier Friday

Freakier Friday, starring Jamie Lee Curtis and Lindsay Lohan, is the sequel to the beloved Disney classic. The film captures the challenges of merging families through the lens of humor and identity, promising a delightful experience for audiences on August 8, 2025. Directed by Nisha Ganatra and featuring a robust cast, this anticipated release is expected to remind viewers of the timeless power of switching perspectives.

This partnership encapsulates a celebration of change, creativity, and self-expression, demonstrating how Schwarzkopf® remains at the forefront of hair care innovation.