Schwarzkopf USA

Operation Inclusivity

THE ASK

Keep Schwarzkopf brands modern and relevant to the contemporary customer.

THE PROBLEM

CMM saw that Schwarzkopf’s creative was missing the mark in terms of diversity, which not only felt outdated, but also failed to represent a significant share of their own customers.

THE SOLUTION

62% of US adults say that diversity has an impact on their perception of a brand’s products and services. Therefore, CMM broadend representation by casting more POC models and increasing promotion of the shades that resonate within Black, Asian, and Latinx communities.

THE EXECUTION

We began by centering celebrated Filipina actress and Color Ultîme brand partner Shay Mitchell (Pretty Little Liars) as the star for Schwarzkopf’s Social channels. Next, we expanded diverse representation throughout all Schwarzkopf brands, including, Simply Color, and Keratin Color.