Global hair cosmetics brand Schwarzkopf, owned by Henkel, has teamed up with Wavemaker and TikTok to launch a content series titled 'Schwarzkopf LIVE Colour Sound Studio'.

The series, which will run in Australia and New Zealand until the end of December, is part of a campaign that aims to embody Schwarzkopf’s mission statement: 'life is better when it’s lived to its fullest expression', encouraging Australians to bring their most authentic selves to every event.

Brand Manager at Schwarzkopf Colour ANZ, Chalinee Na Pattalung, said: "We’re thrilled to partner with TikTok, a platform that’s not just about content but about community, creativity, and celebration – values that align perfectly with our strategy. As one of the first brands to create a long-form content series on TikTok, we’re amplifying the voices of rising artists like Kitty Rae and Xanu, each bringing unique stories of self-expression that inspire us all to live boldly and colourfully every day. A huge thank you to Wavemaker, TikTok, We Know Video, and all the creators who have helped bring this journey to life."

The content series features rising artists Kitty Rae and Xanu, who each write and produce a bespoke LIVE Colour original song inspired by confidence and living life in full colour. The series is designed to highlight Schwarzkopf LIVE Colour’s ties to the music world and to provide visibility and a platform for emerging talent.

The campaign includes a mix of long-form content and short-form videos, including trailers, before and after transformations, and how-to segments. It makes Schwarzkopf one of the first brands to create a long-form content series on TikTok.

The content extends across Instagram, Facebook, and YouTube Shorts, and is supported by a robust media plan. The campaign was created in collaboration with We Know Video.

Director Content & Partnerships at Wavemaker, Jayden Harris, said: "This campaign highlights Wavemaker’s commitment to identifying fresh, exciting ways to connect with audiences and deliver campaigns that truly stand out. There’s no better way to embody the concept that life is better when lived to its fullest expression than through music, where self-expression is ever-present. Partnering with TikTok provides the ideal platform to engage our core audience and connect with their passion for self-expression, and we couldn’t be more thrilled to bring Schwarzkopf LIVE Colour’s vibrant vision to life in such a fun, dynamic way."

GM & Founder at We Know Video, Jack Shanahan, said: "This project was a fantastic opportunity for We Know Video to showcase our ability to take a campaign from concept through to final delivery, leveraging the expertise of our in-house production team. By seamlessly connecting creative thinking with production execution, we streamlined the process, stretched budgets further, and elevated overall production value – all while crafting content that felt natural and true to the artists, blurring the line between storytelling and advertising."