Schwarzkopf has launched a new campaign film via Connecting Plots, to promote its new sustainable hair care range under the Schwarzkopf master brand.
The creative platform ‘Great hair makes a world of difference’ deliberately talks to the eco-conscious consumer 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.
Says Tim Collier, head of integrated strategy and planning, Connecting Plots: “Harvard Business Review says 65% of consumers want sustainable products, but only 26% will prioritise them when buying. So while sustainability is key, we need to think about what’s actually going to make this product a commercial success.
“Appealing to category cues, speaking to the audience’s needs, creating a lasting impression, that’s what will drive success. This campaign shows the audience this product is the quality and standard you would expect from Schwarzkopf but delivered in an eco-friendly and new way.
“Schwarzkopf are leaders in high performance hair care products the world over and we’re excited to be able to use our influence in the category to now also be more sustainable,” says Anne-Marie Viguier, Schwarzkopf ANZ Marketing Manager. “Our goal is to be the go-to hair care product for those looking to do their small part in minimising wasteful packaging.”
The campaign is rolling out across Video on Demand, YouTube and OOH.
Connecting Plots has been working with Schwarzkopf for two years and last year developed the hugely successful LIVE Colour hashtag challenge campaign on TikTok which achieved over 34 million total views and grew LIVE Colour loyalists by 113%.
Marketing Director ANZ, Consumer Goods: Melissa Sherry
Marketing Director ANZ, Schwarzkopf: Christina Walle
Digital Communications Manager: Lauren Gooch
Marketing Manager, Schwarzkopf: Anne-Marie Viguier
Brand Manager, Schwarzkopf: Andrea Proudy
Creative Agency: Connecting Plots
Partner CEO: Tom Phillips
Creative Partner: David Jansen
Strategy Director: Tim Collier
Creative Director: Chris Johnson
Senior Copywriter: Lisa Jackson
Art Director: Alexa Burchall
Client Partner: Gemma ap Geraint
Production Director: Bonnie Ledsam
Integrated Producer: Monica Dombrovskis
Design Director: Joe Davies-Grith
Motion Graphic Designer: Gerry Buzzo
Production Company: Infinity Squared
Director & Photographer: Lester Jones
Executive Producer: Erin McBean
Production Manager: Katie Dorman
DOP: Mitch Ayers
Editor: Nic Venettacci
Colour Grade: Alina Bermingham