Along with diverse music, tasty food, compelling art, and good vibes at the recent Primavera Sound Barcelona, festivalgoers got great hair — courtesy of Schwarzkopf Professional.
The international hair-care brand sponsored the Schwarzkopf Stage at the event, one of the largest music festivals in Europe. Headliners this year included Chappell Roan, Charli XCX, and Sabrina Carpenter.
The 3-day event in early June of this year broke its own records for crowd size, with about 71,000 people attending every day.
On the Schwarzkopf Stage, emerging and established performers included Kelly Lee Owens and The Dare. As they entertained the crowd, the nearby Schwarzkopf Pop-Up Salon welcomed thousands of festivalgoers for creative hairstyling services and to try out products.
Schwarzkopf hosted a second pop-up salon within The Motel, an exclusive backstage area of the festival, to offer premium services to featured artists and VIP guests.
The brand carried its "For Every You" campaign message throughout, emphasizing the importance of personal style and creative expression.
Schwarzkopf brand ambassadors on hand at the festival included Troye Sivan, Paloma Elsesser, Alli Neumann, and Swantie Paulina.
In addition to providing styling and inspo, the brand invited festivalgoers to share their personal hair stories, capturing how they express themselves through style. That footage will appear on Schwarzkopf social media and other platforms.