Schwarzkopf unveiled on Wednesday Emmy Award-winning actress, platinum recording artist, and advocate Dove Cameron, as its 2024 brand ambassador. 

Cameron, with her multifaceted career and personal evolution, will allow Schwarzkopf to target a broader audience including both the salon client and at-home color consumer. Known for her vocal talents, beauty, and strong performances, Cameron’s journey has seen her transform not just in her career but also in her appearance, particularly her hair, from blonde to red to black and more. 

In December, she released the first volume of her highly anticipated two-part debut album, Alchemical: Volume 1. Looking ahead, she is expected to release Alchemical: Volume 2 in 2024.

“I am so excited to be Schwarzkopf’s new Brand Ambassador. This partnership means a lot to me because it’s a brand that I actually use and have loved for such a long time,” said Cameron.

“My hair journey started when I was only 8 years old when I became obsessed with the power of dyeing my hair and experimenting with identity and character and the control that that gives me as an artist. I had a very specific hair color during a very formative time in my life when I started in film and television that became the color that I was known for. My identity has changed a lot as I’ve gotten older and found myself, and hair color has been a big part of being able to claim my identity over and over whenever I feel the need to. Changing my hair color makes me feel renewed, reset, and fresh and Schwarzkopf is the only brand – and blonde – I trust.”

The announcement follows the launch of the brand’s ‘What Story Will You Tell?’ campaign, marking 2024 as the year of the blonde. The campaign, which premiered on March 5th, features high-profile personalities such as global brand ambassador Sofia Vergara and global color ambassador Chris Appleton. 

Chris McClement, senior vice president of marketing at parent company Henkel North America added: “It has been so exciting to see the response from our alignment with current brand partners, Sofia Vergara and Chris Appleton. And now, we are reaching out to a larger, more diverse audience by joining forces with Dove Cameron. She has gone through an evolution personally, with her career and with her style and we’re thrilled she chose Schwarzkopf to be at the forefront of her hair evolution. Henkel has always been committed to providing high-quality innovations & formulas and we are excited to see what stories Dove helps us to tell in our continued work together.”