For beauty and grooming brands, the all-important spring/ summer season is second only to holiday in launching big, splashy, impactful ad campaigns.
Here are three to watch coming up:
Schwarzkopf x Sofia Vergara: “Chapters of Change”
Schwarzkopf has dropped its new campaign “Chapters of Change,” and it’s all about using hair color as a form of empowerment and self-expression. Featuring Global Brand Ambassador Sofia Vergara and Global Color Ambassador Chris Appleton, the campaign celebrates how changing your hair can symbolize stepping into a new season of life.
The campaign is rolling out everywhere from TV and socials to influencer collabs and big-name brand partnerships. It’s a major move for Schwarzkopf as they expand in the U.S. and connect with consumers through real, relatable stories.
Vergara isn’t just serving looks — she’s showing how her personal hair journey reflects different stages in her life. Meanwhile, Appleton is bringing his expertise as a celebrity colorist. For him, hair color is “wearable art” and a way to help people feel strong, confident, and the best version of themselves.
The campaign doesn’t stop at A-listers. “Chapters of Change” highlights real women navigating major life moments. Each story is paired with a hair transformation, highlighting hair color as a powerful tool for reinvention, confidence, and owning your story no matter what chapter you’re in.
Biolage x Pamela Anderson: "BS (Biolage Science)”
Pamela Anderson is officially entering her haircare era as the new face of Biolage Professional Hair Spa. The actress/ model and activist is starring in her first-ever hair campaign.
The partnership comes on the heels of Biolage’s recent relaunch with a fresh vibe centered around sustainability, self-care, and clean beauty. Expect dreamy, eco-chic visuals and more Pamela-led content dropping all year long.
Kicking off June 2, the campaign spotlights the brand’s cult-fave Hydra Source collection and introduces its new Full Rescue line, designed to fight hairfall with micro-dosed concentrates.
This particular collab hits different because it’s not just about great hair — it's about realness, wellness, and authenticity.
Anderson has been making waves for ditching the expected glam and going makeup-free at major events like Paris Fashion Week and the Met Gala. Fans and critics alike applaud her for it, and now she’s teamed up with a brand that shares the same energy.
“Biolage is a vegan, cruelty-free, sustainable brand that I can feel good about partnering with – plus, I love the products!” says Anderson, an animal-rights and clean-living advocate. “It truly is a dream collaboration for me.”
Michael Sanchez, Biolage’s Global Marketing VP, says Anderson brings “clarity and purpose” to the brand.
Wahl Professional: "Make it With Wahl"
In the next iteration of Wahl Professional’s “Make it with Wahl” campaign — launched last year to mark a brand evolution for the century-old family business — the new chapter is on deck to launch in June.
“Make it With Wahl” part deux is shifting its focus to the upcoming generation of professionals. Instead of partnerships with celebrity or influencer ambassadors, this campaign is all about the real ones — the barbers and groomers behind the chair — a movement for the culture, by the culture.
The campaign highlights grassroots stories from next-gen barbers across the U.S. Wahl is staying true to its roots by uplifting the voices and journeys of the people who use their tools every day. The message: Barbering isn’t just a job. It’s craft, community, and legacy.
The second chapter of “Make it With Wahl” features a diverse barber lineup:
- Tate Yeho, a former EMT-turned-barber who found new purpose through fades and old-school service;
- Meech Graham, a third-gen barber from Detroit chasing legacy over comfort;
- Chris Eliares, a San Francisco shop owner shaping futures and building community; and
- Allie Bussa, a Las Vegas powerhouse fusing barbering, content creation, and education.
Wahl’s message is clear: support the grind, honor the hustle, and help today’s barbers make it on their own terms.