Schwarzkopf partnered with Nativa to introduce their new product line, Keratin Color Blondes, with a focus on demonstrating its transformative results. The goal was to collaborate with influencers who could showcase the product’s ability to help users effortlessly achieve a stunning blonde look from brunette, targeting consumers passionate about hair care, beauty, and self-expression through hair color.

The primary challenge for the campaign was finding influencers with the ideal hair characteristics—brunette virgin hair—willing to undergo a dramatic transformation to blonde. Convincing influencers to take on such a bold change, even with increased compensation, was difficult as many hesitated to make the shift.

Nativa’s team proactively sought out influencers willing to experiment with their look and embrace change. By providing these influencers with detailed information about the product’s benefits and its transformative power, the team positioned the hair transformation as an exciting opportunity for influencers to showcase their expertise in hair coloring. To motivate participation, Nativa offered tailored incentives and required influencers to create one hair transformation video/tutorial and two honest product reviews, shared on Instagram or TikTok.

Despite the initial challenges, Nativa successfully recruited eight influencers to participate in the campaign, resulting in over 17 posts across social media platforms, featuring their hair color transformations. The posts accumulated over 157,000 views and 5,000 engagements, significantly boosting awareness and consumer interest in Schwarzkopf’s Keratin Color Blondes product line.