Schwarzkopf's #BreakTheRules campaign promotes prioritising hair health

Schwarzkopf has launched a new campaign ‘Break the rules and not your hair’for its Colour Specialist range.

The campaign aims to break the stigma around how every at-home hair colour experience causes the three Ds- Dryness, Dullness and Damage.

The film highlights the importance of eliminating unpleasant results associated with hair colour. It asks viewers to break the norm of having to compromise while choosing to colour at home.

The campaign will run across digital platforms. The digital interventions planned for it include the innovative pop-up media ads, category-first CGI (Computer-Generated Imagery) content and an influencer-led ambush campaign.

Shama Dalal, Head of Marketing, Henkel Beauty Care India, said, “Since our entry in the Indian market in 2001, we have stayed true to our brand DNA of consistently bringing in superlative products, benchmark-setting innovations, and complete focus on customer-centricity,  while, at the same time, challenging norms and embracing change. We are excited to launch our first-ever digital campaign for Colour Specialist which highlights the importance of breaking the rules and choosing to not compromise with colour. This is a great starting point for us to create  more engaging narratives in the at-home hair colour space through multiple touchpoints such as  social channels, influencers, on-ground activations and more.”

Break the rules film:

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