In a first for the hair-care giant, Schwarzkopf is partnering with Walt Disney Studios to become the official hair brand of "Freakier Friday," the much-anticipated sequel to 2003's "Freaky Friday" starring Lindsay Lohan and Jamie Lee Curtis.
As a tie-in with the film's body-switching plot, Schwarzkopf has launched a "Switch Your Story" campaign featuring hair color transformations. The brand will also share professional salon formulas and at-home shade suggestions inspired by the bold hair colors in "Freakier Friday."
Earlier this year, Schwarzkopf named Lohan, who is starring in the sequel as well, its newest Brand Ambassador.
In addition to its campaign rollout, Schwarzkopf’s “Hairstream” mobile hair salon will be on site at the film’s Los Angeles premiere, offering professional hairstyling services including hair tinsel & hair charm applications. Guests used the pop-up salon's AI-powered "Magic Mirror" to virtually try on different hair colors.
The Hairstream will also make weekend appearances in L.A.'s Manhattan Village on July 26-27 in advance of the film's Aug. 8 release.
"'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,” says Teresa Cordova, head of Schwarzkopf Masterbrand U.S.
Schwarzkopf’s professional and at-home color products are sold in over 140 countries. Salon professionals looking to make the switch to Schwarzkopf can learn more here.