As Schwarzkopf Professional looks to position itself in the U.S. market, the hair company has named Tracey Cunningham and Jacob Schwartz brand ambassadors, partnering with Cunningham’s celebrated Los Angeles-based salon, Mèche.
“While Schwarzkopf is 125 years of legacy, very globally recognized — we’re really dominant in the European market — what we see for North America is that it’s an emerging market,” said Michelle Chandler, general manager of Schwarzkopf Professional, which had roots with chemist Hans Schwarzkopf in Germany before being acquired by Düsseldorf-based Henkel Corp. The company also signed actress Sofia Vergara as ambassador earlier this year.
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“We’re a competitor brand,” she went on. “And what we haven’t been able to establish [in the U.S.], which is what we’re seeking to establish, is a brand identity that people feel connected to, that’s authentic to us, that really empowers and uplifts the community and creates a sense of community.”
That community is rooted in the salon environment. Cunningham and Jacob Schwartz (who began his career as Cunningham’s assistant at Mèche) are tapped into the professional and celebrity worlds. A longtime leading name in hair, predominately known for her work in color, Cunningham’s salon Mèche regularly services clients that include Margot Robbie, Charlize Theron, Jennifer Lopez, Emma Stone, Sydney Sweeney, Troye Sivan, Paris Hilton, Khloé Kardashian, Bebe Rexha, Bella Hadid, Daisy Edgar Jones, Suki Waterhouse, Camila Cabello, Anya Taylor-Joy, Priyanka Chopra Jonas, Shakira and Mariah Carey, among others.
“Tracey is the perfect fit for multiple reasons,” Chandler said. “The first is just her level of craftsmanship. Our brand has always been about high quality and premium, and she just embodies that and has her entire career. She’s an absolute icon in our industry. She really brings such a wealth of credibility.”
Mèche will now carry the full range of Schwarzkopf Professional color products.
“I’m just really excited because, first of all, it’s so exciting trying new color that’s so good,” said Cunningham, U.S. creative director of color and technique at Schwarzkopf Professional (ending her partnership with Redken). “Their colors blow me away, and I’m not kidding. I’m not just saying that.”
Schwartz, Schwarzkopf Professional’s U.S. hair color trend ambassador, is perhaps best known for his work with Robbie and bringing the actress’ “Barbie” blonde hair to life. While he has previously collaborated with Schwarzkopf Professional, this marks his first partnership with the brand.
Schwartz told WWD in an exclusive statement: “I’ve relied on [Schwarzkopf Professional] color products for years to create stunning looks for my clients, and working with them last year to perfect the blond shades for Margot Robbie’s iconic ‘Barbie’ press tour was an absolute dream come true. No matter the occasion, I know I can always count on Schwarzkopf products to make my clients’ hair color shine flawlessly.”
“He’s curious-minded, and he’s always pushing the status quo,” Chandler said of Schwartz. “He’s part of the trendsetting.”
What’s new in hair? Clients are going dark, revealed Cunningham.
“Last year, everybody wanted to be a redhead,” she said. “Now, I feel like browns are really, really in. The brunettes that were very blond are going a little darker blond, more low lights, more multidimensional to try to tiptoe their way into a darker color. People are going darker than blonder, right now.”
