For years, brands have often portrayed one classic version of ‘perfect’ hair. But in today’s diverse world, this no longer speaks to the individual. With ICONS OF YOU, we are changing this, by opening the renowned Schwarzkopf brand to the people and celebrating hair in all its diversity.

Our campaign brought the iconic Schwarzkopf logo to life, transforming it into a platform everyone can use to express and celebrate themselves. In doing so, we gave our claim to be a brand that stands for diversity a consistent expression across all channels and touchpoints.

In today’s world there is a clear shift towards not only acknowledging and accepting diversity – but celebrating it. This cultural change has an impact on everything from race and gender identity to body positivity and beauty standards.

As a result, our society’s definitions of beauty and perfection have changed over the years – and are in fact still constantly changing. This of course includes what we consider ‘perfect hair,’ because it isn’t the same for every person.

And when the world is celebrating diversity and individuality … shouldn’t brands be too?

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 logo has remained almost completely unchanged.

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

With ICONS OF YOU, it’s no longer the brand that defines what’s 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 encourages everyone to tell their own personal hair stories and create their own silhouette using a special filter. This meant that not only celebrities were part of our campaign, but anyone who wanted to be.

Their diverse icons – and the stories to go with them – could be discovered on posters, digital out-of-homes, on TV, across social media postings, even on personalised packaging. And of course, within the Schwarzkopf website logo itself.

The result: more than just a logo.

An iconic device for the next chapter of the brand.

As the campaign is being rolled out, awareness is continually growing. With activations 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.

By creating our silhouette filter, we gave consumers a tool to generate their own icons and share them across digital platforms, spreading the word. 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 reach is organically increasing as they continue to share their stories.

Moreover, ICONS OF YOU is changing the way people see Schwarzkopf as a brand, transforming their perception of it as one that celebrates professional haircare and craftsmanship, to one that also celebrates diversity and individuality, and is open to everyone out there.