Schwarzkopf Pro follows up on the launch of its “What Story Will You Tell?” campaign with the announcement of a new brand ambassador — Emmy award-winning actress, platinum recording artist and advocate Dove Cameron.

The Year of the Blonde

Schwarzkopf has declared  2024 as the year of the blonde. In an effort to inspire consumers to tell their story, the brand premiered its highly visual TV commercial and campaign on March 5th, featuring global brand ambassadorSofia Vergara and global color ambassador Chris Appleton. Now, to target a broader audience, Schwarzkopf is tapping into Cameron’s film, television, and music career and encouraging consumers to own and tell their hair story.  Schwarzkopf’s “What Story Will You Tell?” campaign aims to inspire consumers to show up as their true selves and own the story they want to tell the world.

Cameron has brought her vocal talents, beauty, comedic timing, and strong performances to projects that continue to cement her as one of Hollywood’s leading talents. This past December, she released the first volume of her highly anticipated two-part debut album, Alchemical: Volume 1. Embracing the essence of alchemy, the album represents her powerful and transformative journey of taking tragedy and turning it into art all while reinforcing music's ability to inspire, empower, and heal. Cameron is expected to release Alchemical: Volume 2 this year.

Much as her life and music career has transformed, and so has her hair — an essential part of anyone’s identity. Over the years her hair color has changed from blonde to red to black and more. Sometimes her look is edgy, sometimes it's playful. No matter the look, she is always a proponent of looking however you feel and not worrying about how others perceive you, which is why Schwarzkopf’s campaign resonated with her so much.

“I am so excited to be Schwarzkopf’s new Brand Ambassador. This partnership means a lot to me because it’s a brand that I actually use and have loved for such a long time. My hair journey started when I was only eight years old when I became obsessed with the power of dyeing my hair and experimenting with identity and character and the control that that gives me as an artist. I had a very specific hair color during a very formative time in my life when I started in film and television that became the color that I was known for. My identity has changed a lot as I’ve gotten older and found myself, and hair color has been a big part of being able to claim my identity over and over whenever I feel the need to.”

— Dove Cameron, Schwarzkopf Global Brand Ambassador

In this new role, Cameron will speak to how Schwarzkopf’s at-home innovation, Keratin Blonde, helps her to maintain her color, especially while she’s on tour.

“It has been so exciting to see the response from our alignment with current brand partners, Sofia Vergara and Chris Appleton,” added Chris McClement, senior vice president of marketing at Henkel North America. “And now, we are reaching out to a larger, more diverse audience by joining forces with Dove Cameron. She has gone through an evolution personally, with her career and with her style and we’re thrilled she chose Schwarzkopf to be at the forefront of her hair evolution. We are excited to see what stories Dove helps us to tell in our continued work together.”