The camapaign has been designed to support Schwarzkopf’s home hair colour brands Live XXL and its new Palette range and aims to build loyalty with existing and new users.
Mason Williams has created a blog site that launches this week and will handle the brands Twitter communications in a bid to answer women’s questions about home hair colouring.
Schwarzkopf’s senior brand manager Camila Lobo-Guerrero says: ” The media landscape has changed so much over recent years with ’everyman’ now having a voice. We feel that by embracing and engaging with ’citizen’ journalists it’s yet another opportunity to build our brand.”
The social media campaign aims to build on organic digital engagement between the brands and consumers through a direct platform.
Schwarzkopf says Lovehaircolour will feature expert advice, trends and celebrity looks through a platform that allows a two-way dialogue with consumers.