Mumbai: Schwarzkopf, the leading hair colour and styling brand, has launched its innovative 360-degree campaign ‘Break the rules and not your hair’, for its Colour  Specialist range.

The campaign aims to break the stigma around how every at-home hair colour experience causes  the three Ds- Dryness, Dullness and Damage.

The film highlights the importance of eliminating unpleasant results associated with hair colour. It  asks viewers to break the norm of having to compromise while choosing to colour at home. The  Colour Specialist range from Schwarzkopf, infused with moisture locking hyaluronic acid, is the  first at-home hair colour in India powered with Omegaplex anti-breakage technology which  provides up to 90% less hair breakage. It comes with a new Colour Care System that help the  pigments penetrate deeper in the hair, locking the colour for longer. It also comes with an extra  repair mask for post colour care, to be used after 3 weeks, a first of its kind innovation in the  category. With flawless results and supreme after-care, Colour Specialist is all set to break  perceptions around at-home hair colouring.  

The campaign will run across digital platforms. The digital interventions planned for it include the  innovative pop-up media ads, category-first CGI (Computer-Generated Imagery) content and an  influencer-led ambush campaign.

In connection with this campaign, the brand discerned that consumers often adjust their  expectations while choosing to colour at the comfort of their homes, as they feel they need to  choose between comfort and results.

To change this norm, the brand conceptualised this #BreakTheRules campaign to shift perceptions about at-home hair colour, how it’s often linked to hair breakage and damage.

Henkel Beauty Care India marketing head Shama Dalal commented, “Since our entry  in the Indian market in 2001, we have stayed true to our brand DNA of consistently bringing in  superlative products, benchmark-setting innovations, and complete focus on customer-centricity,  while, at the same time, challenging norms and embracing change. We are excited to launch our  first-ever digital campaign for Colour Specialist which highlights the importance of breaking the  rules and choosing to not compromise with colour. This is a great starting point for us to create  more engaging narratives in the at-home hair colour space through multiple touchpoints such as  social channels, influencers, on-ground activations and more.”