To celebrate the relaunch of IGORA VIBRANCE Demi-Permanent Color, Schwarzkopf Professional launched their newest campaign, “Up Your Hair Game.” The campaign features athletes Venus Williams, Aly Raisman and Megan Blunk along with the star colorists who created their hair transformations—Brendnetta Ashley (@edgybgirl), Carly Zanoni (@the.blonde.chronicles), and Devyn Pennell (@braggnbeauty), respectively.
The "Up Your Hair Game" campaign celebrates diversity and inclusive hair stories with the goal of empowering everyone to embrace their unique beauty and recognizing the power of hair and its profound expression of individuality. Professional athletes and influencers will share their hair journeys, provide tips and tutorials, and showcase before-and-after transformations.
Venus Williams – Blonde Bombshell
Venus Williams’ hairstyles are known on and off the court for color experimentation and style. But that didn’t stop Brendnetta from taking Venus’ hair to a place that she never expected. “When creating Venus’s Blonde Bombshell using IGORA VIBRANCE, I wanted a rich tone that would really reflect shine,” she says. “This honey blonde not only reflects vibrancy, but truly shows a daringly elegant side of Venus!”
“I’ve always loved being creative and experimenting with different hair colors and styles,” Venus says. “It wasn’t until today using IGORA VIBRANCE that I discovered new possibilities and can actually push my boundaries even further. Now, I’m so excited to explore all kinds of styles and I can’t wait to see what’s next!”
Aly Raisman – Keeping it Natural
Aly Raisman’s relationship with her hair began at the age of two when she started gymnastics, and her “Aly Bun” became famous during her years of competing. Now that she has retired, she is starting to discover what makes her feel confident outside of wearing it in a bun.
“I was looking for a color that looked natural and sun-kissed like I had just come back from a vacation,” Aly says. “I couldn’t be happier with the result. My hair is full of shine, feels great and the color really makes my curls pop, while being low maintenance enough for my busy lifestyle.”
Taking into account Aly’s hair goals, Carly made sure to keep the hair color natural while enhancing Aly’s already dimensional brunette hair. “For Aly I chose a mixture of neutral and warmer tones that were just a few levels lighter than her natural color. Not only did Schwarzkopf IGORA VIBRANCE create the perfect sun kissed color, it also gave Aly’s hair incredible shine!”
Megan Blunk – Instilling Confidence
Megan Blunk, a gold-winning wheelchair basketball athlete, has a remarkable story and shows us that one's relationship with hair goes far beyond just choosing a personal look.
“I was nervous to go blonde. I was proud of my long hair and was worried that bleaching it would cause me to have to cut a lot off,” Blunk explains. "But that didn’t happen and my hair still felt soft and smooth after. I was blonde before my accident and going back to it has shown me a side of myself that I hadn’t seen for a long time. It reminded me about my femininity, feeling confident, having fun, and taking risks. It’s not just a color change, it’s a whole new way of feeling.”
“As stylists, it’s not just about doing pretty hair—it's about instilling confidence into our clients and to help them overcome life's challenges,” says Devyn, who understood how important Megan’s hair is to her. “The moment you go through something that changes your energy, the first thing you want to do is cut off your hair, because that’s the first thing you have control over. You want to change the energy as fast as you possibly can. Megan was ready for her next chapter and to change the energy of what she had gone through.”
For more information, visit www.schwarzkopf-professional.com and follow @schwarzkopfusa.
Photos: Nick Berardi