Schwarzkopf Unveils New "Chapters of Change" Brand Campaign featuring Global Ambassadors Sofia Vergara & Chris Appleton
Global hair authority encourages consumers to celebrate their defining life moments through the transformative power of hair color
LOS ANGELES, May 21, 2025 /PRNewswire/ -- Schwarzkopf, a global pioneer in hair color, care and styling innovation for over 125 years, launched its latest brand campaign today, "Chapters of Change," featuring Global Brand Ambassador, Actress, Producer & Entrepreneur Sofia Vergara and Global Color Ambassador & Celebrity Hairstylist Chris Appleton. The campaign celebrates the transformative power of hair color as a reflection of life's defining moments—empowering individuals to embrace self-expression, reclaim their identity, and confidently own their personal hair stories. The campaign will be brought to life in a robust 360° content rollout — including connected and linear TV placements, paid and owned social, influencer marketing, and strategic partnerships. As Schwarzkopf continues to expand its footprint in the U.S., the campaign marks a powerful step in growing mass awareness and emotional resonance.
"Artist and muse—Chris and Sofia shine individually and together, embodying the transformative power of hair and its ability to help us step confidently into the next chapter," said Teresa Cordova, Head of Schwarzkopf Masterbrand U.S. "Their constant drive to evolve and keep people inspired makes them the perfect partners to reflect how hair color moves with us through every chapter of life."
As Schwarzkopf's Global Brand Ambassador, Sofia Vergara is the embodiment of transformation, using her own hair journey to showcase how every stage of life is an opportunity for reinvention.
Chris Appleton, Schwarzkopf Global Color Ambassador and one of Hollywood's leading hair experts, brings his expertise to the campaign, representing the salon professional community and spotlighting the transformative power of hair color. Known for helping some of the most influential women in the industry embrace bold new looks, Chris also draws from his journey, where he consistently helps clients look and feel their best at some of today's most high-profile red carpet events.
"Hair color is the ultimate form of self-expression—it's the first thing people notice and it says everything without you having to say a word," said Appleton. "For me, color is wearable art. Whether I'm going platinum blonde for a mood shift or helping a client channel a whole new energy, it's always about transformation and owning your moment. I love encouraging people to take risks with color—it should be fun, bold, and empowering. That's why I've trusted Schwarzkopf for years. Their color delivers great results, which gives me total confidence whether I'm taking someone dramatically lighter, deeper, or somewhere in between."
In addition to sharing Sofia & Chris' stories, the "Chapters of Change" campaign will also spotlight real women at pivotal life moments - whether boldly reinventing themselves after heartbreak, embracing the balancing act of motherhood, or navigating new decades with confidence and style. Each chapter comes to life through powerful hair transformations, powered by Schwarzkopf's trusted at-home and salon solutions.
For more information on Schwarzkopf's latest brand campaign and to learn about each "Chapters of Change", visit hairbyschwarzkopf.com and follow @hairbyschwarzkopf.usa on Instagram and TikTok.
About Henkel in North America
Henkel's portfolio of well-known brands in North America includes all®, Purex® and Persil® laundry detergents, Snuggle® fabric softeners, Dial® soaps, Schwarzkopf® hair care, as well as Loctite®, Technomelt® and Bonderite® adhesives. With sales close to 6.5 billion US dollars (6 billion euros) in 2024, North America accounts for 28 percent of the company's global sales. Henkel employs around 8,000 people across the U.S., Canada and Puerto Rico. For more information, please visit www.henkel-northamerica.com and on X @Henkel_NA.
Photo material is available at www.henkel-northamerica.com/press
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