Schwarzkopf announced a new campaign featuring celebrity hairstylist Chris Appleton as its new global color ambassador. With 2024 as the year of the blonde, the brand is working with Appleton to encourage consumers to own their story through new blonde hair color innovations.

On March 4, 2024, Schwarzkopf launched its campaign, “What Story Will You Tell?”, marked by a TV commercial and social media rollout starring Appleton, encouraging people to showcase the best version of themselves and celebrate their individuality.

Schwarzkopf’s “What Story Will You Tell?” campaign aims to inspire professionals and consumers to show up as their true selves and own the story they want to tell the world. They believe that beauty is the radiance that’s exuded when your appearance reflects how you feel inside, and when your hair is a mirror and canvas to craft your story.

To bring this campaign idea to life, Schwarzkopf enlisted Appleton to help spread this message worldwide. The partnership will be promoted via a TV commercial as well as collaborations on social media and red-carpet appearances.

“It is absolutely thrilling to see Schwarzkopf align with an impressive partner such as Chris Appleton. Henkel has always been committed to providing high-quality innovations and formulas and we can’t think of a better person to help spread this message globally. Chris embodies Schwarzkopf’s brand ethos in a way that resonates with stylists and consumers alike and we are excited to see what stories he tells in our continued work together.”

— Chris McClement, Senior Vice President of Marketing at Henkel North America

All About Appleton

Chris Appleton discovered his passion for hair styling at a young age, experimenting with his mother’s hair before getting his first salon job at just 13 years old. After years of working in London, Los Angeles came calling and soon Appleton became the go-to stylist for Hollywood celebrities such as Kim Kardashian, Jennifer Lopez, and Dua Lipa. He’s the tastemaker and mastermind behind some of the most famous looks and blonde hair color transformations of the past decade, knowing that iconic looks are made complete with the perfect hair shade to take any outfit to the next level.

As an expert in color, Appleton will partner with Schwarzkopf to launch its new blonde innovations, demonstrating how he uses the brand for his clients so they can tell their own hair story.

“Since the beginning of my career as a hairstylist, I have always known the name ‘Schwarzkopf’,” said Appleton. “They have set the industry standard and have been a mainstay in salons globally for decades. Throughout my career I’ve become known for my color technique and dramatic hair transformations, many of them blonde. Schwarzkopf is a brand I trust to deliver high-quality salon results and I’m excited to take our partnership worldwide.”