Schwarzkopf Live

Schwarzkopf LIVE is an iconic hair colour brand — but speaking to a new generation means more than just bold shades.

  • A globally recognised hair colour brand with a strong visual identity — but facing the challenge of staying culturally relevant with a new generation.

    Schwarzkopf LIVE needed to connect with Gen Z audiences in a way that felt authentic, inclusive and creatively bold, without relying on surface-level trends or influencer tokenism. The Colour Like No Other campaign required a digital strategy that could translate big creative ideas into meaningful online engagement.

  • 2.3M organic views and 143% revenue growth. Brunch solarpunk raclette, fanny pack mukbang activated charcoal paleo big mood squid grailed. Readymade austin beard tumblr lyft, fit tacos bruh snackwave. Activated charcoal irony hot chicken aliquip humblebrag schlitz quis tousled culpa gentrify mukbang poke woke!

rebels get results

In partnership with creative agency Bright Island, we led on digital strategy and outreach for Colour Like No Other, translating the campaign into platform-native storytelling built around self-expression and individuality.

Through strategic content planning, culturally aligned creator outreach and a values-led approach to inclusivity, the campaign achieved strong engagement across key platforms, deepened its connection with Gen Z audiences, and reinforced Schwarzkopf LIVE’s reputation as a brand that champions creative freedom - not just bold colour.

By challenging the assumption that Gen Z only want to see young faces, the campaign centred authenticity over age, proving that self-expression resonates across generations.

Three friends laughing and enjoying themselves at a carnival or amusement park with a Ferris wheel in the background, under colorful pennant banners.

The brands that win don’t play it safe - they challenge assumptions, trust their audience, and show up with clarity and conviction.

@livecolourhair Introducing our new favourite poster girl, Sheila Curl. Sheila & her dog Hunter, spent 3 days rocking it on set, proving that our LIVE Colour Community is united by attitude, not age 🩷 #ColourLikeNoOther #CastingLikeNoOther #OpenCasting #LIVEColour #HairColour #ComingSoon #New ♬ original sound - livecolourhair

the secret sauce?

We centred Colour Like No Other around real self-expression — treating hair colour as identity, creativity and cultural signal, not just a product limited to a singular audience or consumer.

Rather than chasing trends, we focused on authentic storytelling, inclusive representation and platform-native content that let people see themselves reflected in the brand, whether they were 18 or 80.

KEY WINS

  1. Cultural Relevance Built In
    A digital strategy rooted in real communities, creative freedom and Gen Z values, not surface-level aesthetics that rippled out positively across generations.

  2. Values-Led Creator Outreach
    Collaborations that felt genuine, inclusive and aligned with Schwarzkopf LIVE’s ethos of individuality and self-expression.

  3. Platform-Native Storytelling
    Content designed to live naturally across social platforms while staying true to the campaign’s core message and brand identity.

THE TAKEAWAY:

Authenticity scales. Assumptions don’t.


Real insight — not guesswork — is what drives cultural relevance.