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Marketing Playbook
How Schwarzkopf is winning pop culture, from Sarah Pidgeon’s CBK transformation to Alysa Liu’s halo hair
By Lexy Lebsack
Mar 2, 2026

Showing up in the right pop culture moments is paramount for heritage hair brand Schwarzkopf Professional. Most recently, this includes Sarah Pidgeon’s Carolyn Bessette Kennedy transformation for FX’s “Love Story,” earned through a partnership with celebrity hair colorist Kari Hill, and Alysa Liu’s halo hair refresh ahead of her Olympics win. Glossy sat down with Schwarzkopf GM Michelle Chandler to learn more.

Member Exclusive
Fashion Briefing: Meta is auto-generating AI ads for its advertisers, causing headaches for image-conscious fashion brands

Despite opting out of every possible AI feature Meta offers, one fashion brand found that Meta had started to use AI to alter 5% of the ads that a given advertiser puts out on the platform.

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