Connecting Plots has launched its first major campaign for Schwarzkopf following their recent appointment as digital creative agency for Henkel Beauty Care ANZ.

Building on the last 18 months which increased the need for DIY hair care, the new Schwarzkopf Brilliance campaign aims to ensure consumers maintain the confidence to create their own unique style at home with professional quality hair colour.

The new campaign surrounds the relaunch of the Schwarzkopf’s hero permanent colour range, Brilliance, which has introduced a new look and feel. Tying in with the creative platform ‘Create Your Style’, the campaign showcases the bold colours within the Schwarzkopf Brilliance range and educates consumers on how to use the easy-to-apply products.

“Since the start of the global pandemic, people have had to embrace at-home hair colour more than ever,” says Connecting Plots’ Group Account Director, Gemma ap Geraint. “Schwarzkopf has such a trusted reputation in this space, so the new Brilliance campaign is the perfect opportunity to showcase how easy it can be and the amazing transformations that are possible from within your own home.”

The campaign for the new Brilliance permanent hair colour range will roll out across digital, social & influencer channels and will include everything from how-to’s, tips and tricks and before and after transformations using the Brilliance range.

“We’re so excited to launch the new Schwarzkopf Brilliance creative campaign with Connecting Plots,” says Lauren Gooch, Schwarzkopf’s Digital Communications Manager. “The campaign is strong and vibrant and speaks to our audience in relevant contexts where we know they are seeking inspiration for hair transformations.”

Working alongside media agency, Wavemaker, the campaign launched on Wednesday 28 July and is the first major strategic campaign for Connecting Plots since commencing work on the account in May of this year. The new agency relationship follows a competitive pitch for Henkel earlier in 2021 that will see Connecting Plots design and execute all digital campaigns for Schwarzkopf from now through to 2024.

“Throughout the pitch process Connecting Plots displayed a deep understanding of our challenges and demonstrated outstanding expertise in creative and digital,” says Schwarzkopf’s Head of Marketing, Christina Walle. “We’re thrilled to be working with them and are excited about what we can achieve together.”