When it comes to hair, Schwarzkopf are the experts, with products across all categories, from style to color to care. It’s an iconic brand that not only understands the power of hair to tell your story… but celebrates it.

But how to bring all this expertise and experience together under one impactful campaign?

For over 100 years, the world-famous Schwarzkopf silhouette logo has stood for perfect hair. But although our definition of perfect hair has evolved over the years, the brand’s logo has remained almost completely unchanged.

In 2024, the brand therefore made a statement with its iconic logo and gave it to the people, letting them become icons themselves, and celebrating hair in all its many different forms.

With ICONS OF YOU, it’s no longer the brand’s logo that defines what is perfect, but the people themselves.

In a society where 72% of people consider hair a significant part of their identity, Schwarzkopf wanted to promote self-love and acceptance for all hair types.

We worked towards breaking societal expectations and stigmas surrounding hair care and styles by giving people the platform to share their hair stories. The aim was to celebrate diversity in hair, irrespective of gender, age, or race, and support personal storytelling through unique hair expressions.

Through our silhouette campaign, Schwarzkopf was able to empower people to confidently showcase their individuality in every aspect of their lives.

With ICONS OF YOU, Schwarzkopf’s logo was transformed into a digital platform for everyone to tell their own personal hair stories and create their own silhouettes. This meant that not only celebrities became a part of our brand design, but anyone who wanted to.

By creating a digital silhouette filter, we gave consumers a tool to generate their own icons and share them across all digital platforms, spreading the word.

Their icons – and the stories behind them – were then utilised across all channels – from posters and digital out-of-homes, to TV, social media, and personalised product packaging. Even within the Schwarzkopf website logo itself.

With this multi-channel approach, the campaign has transformed the Schwarzkopf brand into an inclusive platform, enabling everyone to tell their own hair story.

The result: more than just a logo.

An iconic device for the next chapter of the brand.

As the campaign is being rolled out, the value it adds to the brand’s identity is continually growing. With the redesigned silhouette logos appearing out-of-home, on TV and above all on digital channels, the campaign has transformed the Schwarzkopf brand into an inclusive platform, enabling everyone to tell their own hair story.

With the silhouette filter, we gave consumers a tool to generate their own logo designs. With over 1000 silhouettes created as of now, and over 300 million impressions on social media, the campaign is still growing. As more and more people become a part of it, the impact of this design evolution is ever-increasing as they continue to share their icons.

This is changing how people perceive Schwarzkopf as a brand – from one that simply celebrates professional haircare and craftsmanship, to one that celebrates diversity and individuality, and is open to everyone out there.