Sofia Vergara has landed a big new partnership.
On Tuesday Schwarzkopf announced the Modern Family actress is their new Global Brand Ambassador.
This comes just days before her high-profile new series Griselda, about the Cocaine Godmother of the 1980s, will kick off.
‘Hair is a powerful form of self-expression,’ the 51-year-old siren shared.
‘Being in the spotlight, confidence is everything and hair plays a big part.
‘For me, becoming Schwarzkopf’s global brand ambassador is not just about endorsing hair products, it’s about collaborating with a brand that shares my vision of embracing and celebrating the power of self-expression and confidence.
‘We both believe in the power of hair and want to empower and inspire other women to take control of their narrative and express themselves through their hair.’
Sofia Vergara has landed a big new partnership. On Tuesday Schwarzkopf announced the Modern Family actress is the new Global Brand Ambassador
‘Hair is a powerful form of self-expression,’ the siren told DailyMail.com. ‘Being in the spotlight, confidence is everything and hair plays a big part’
On March 4, 2024, Schwarzkopf will officially launch their campaign, ‘What Story Will You Tell?’, marked by a highly visual commercial and comprehensive social media rollout, starring Sofia.
‘A brand of firsts, Schwarzkopf’s rich history is defined by innovations,’ the press kit said.
The first dry shampoo, the first liquid shampoo, the first hairspray, the first cold perm, the first home color product.
‘Schwarzkopf seamlessly combines its 125-year heritage with cutting-edge technology, pioneering innovation that empowers individuals to understand and embrace their unique hair stories.
‘Schwarzkopf is one of the only brands backed by a global community of hairdressers that they collaborate with to then bring that professional expertise to its consumers.;
To bring this campaign idea to life, Schwarzkopf enlisted Vergara to help spread this message worldwide.
‘We both believe in the power of hair and want to empower and inspire other women to take control of their narrative and express themselves through their hair,’ she added
The partnership will be announced via a TVC, premiering on March 4th, as well as collaborations on social media, red carpet appearances and more.
Vildan Oenpeker-Cerci, Senior Vice President Marketing of Henkel North America remarks: ‘It is absolutely thrilling to see Schwarzkopf align with an impressive partner such as Sofia Vergara. Henkel has always been committed to providing high-quality innovations & formulas and we can’t think of a better person to help spread this message globally.
‘Sofia embodies Schwarzkopf’s brand ethos in a way that resonates with stylists & consumers alike and we are excited to see what stories she tells in our continued work together.’
This comes just days before her high-profile new series Griselda, about the Cocaine Godmother of the 1980s, will kick off
Sofia’s transformation process included five wigs, prosthetic eyebrow covers, a prosthetic nose and a plate of ‘slightly bucked teeth’. Griselda Blanco (right) is considered to have been co-running one of the most profitable cartels in history
On Tuesday she attended the screening at The Fillmore in Miami Beach for the new show, set for release on January 25.
The actress slipped into a slinky, metallic gold gown with a flattering, strapless sweetheart neckline which she accessorised with gold earrings.
Sofia appeared in a playful mood as she posed on Emilio Estefan’s knee and held up wads in cash in reference to how The Godmother made a staggering $80m a month.
Sofia Vergara was back to her Hollywood glamour as she led the arrivals at the premiere of Griselda in Florida on Tuesday. The actress slipped into a slinky, metallic gold gown with a flattering, strapless sweetheart neckline
Netflix’s Griselda is a fictionalized dramatization inspired by the life of the savvy and ambitious Griselda Blanco, who created one of the most powerful cartels in history.
Set in 1970s-80s Miami, Blanco’s lethal blend of unsuspected savagery and charm helps her expertly navigate between business and family, leading her to become widely known as ‘the Godmother.’
In this telling, Griselda Blanco spent ten years as the brains behind her husband Alberto’s drug trafficking operation in Medellín and New York
When she escapes to Florida with her three sons, she uses that know-how to build a new life for her family with a ferocity that doesn’t always serve her well.
At the premiere, Sofia posed with executive producer Luis Balaguer, director Andrés Baiz and producer Eric Newman.
The actress also joined Karol G — who made her acting debut in Griselda. The pair were also spotted holding hands at the afterparty and posing for a snap together.
The Colombian singer-songwriter, 32, looked mesmerizing in a chic, all-black outfit featuring a leather top with a fuzzy shawl.
She also sported lace-up leather pants teamed with pointed-toe pumps. Karol G styled her platinum blonde tresses into a sleek and polished ponytail and accessorized with dainty silver jewelry covered in diamonds.
The Modern Family star also sported a set of matching, gold bangles to complete her look
