Girl-band Little Mix to promote Schwarzkopf LIVE Color XXL
Schwarzkopf LIVE Color XXL has signed up girl-band Little Mix as brand ambassadors.
“We’re delighted to be working with Little Mix, not just because they look fabulous, but because they are fun, feisty and full of personality. They identify with young women and don’t believe one style fits all - that’s exactly what is at the heart of the Schwarzkopf LIVE Color XXL brand,” commented Ben Haxworth, UK marketing director for Henkel Beauty Care.
As part of the promotional campaign Little Mix are set to allow Schwarzkopf Live Color XXL’s team of colour experts loose on their locks. On top of the hair makeovers marketing activity includes a Capital FM Radio promotion and extensive media relations where the girls will be sharing their hair colour tips and advice.
Providing a hint of what’s to come for the collaboration, Haxworth added: “The girls will be some of the first to try our brand new Ultra Brights shades - the most vibrant we’ve ever launched - so we’re really excited about seeing their final looks”.
The latest marketing news and insights straight to your inbox.
Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.Sign up
Of the project Little Mix said: “We love experimenting with hair colour and expressing ourselves through our look. In the past six months we have turned our heads red, blonde, brunette, honey, ebony, purple and blue!
"The Schwarzkopf LIVE Color XXL shades are really vibrant and exciting, and are easy to use at home…We've had a sneak preview of the new Ultra Brights range and can’t wait to start using it."