Launching a sustainable product to an audience that won't compromise on quality.

People want sustainable products but not if it’s at the expense of efficacy. That’s the insight behind ‘Great hair makes a world of difference’. A creative platform for Schwarzkopf’s new sustainability range which honours the ways people shop within the category by deliberately talking to eco-conscious people who won’t compromise on the quality hair products that Schwarzkopf is renowned for.

The campaign takes into account research by University of Leeds showing that people are still unwilling to buy green products because of doubts over the products performance ability, with most consumers perceiving them to be less effective.