The digital marketing drive is based around the concept of the ‘Hair Police', who have the power to caution internet users with bad hair and give advice to those that want to improve their style.
Schwarzkopf has briefed Swamp to develop a Hair Police website, where internet users can go for the chance to win a night in the luxury Malmaison Hotel, a converted prison in Oxford.
The campaign includes a branded Facebook application allowing consumers to join the Hair Police or caution a suspect. Social network users can also tag photos of their Facebook friends to appear in the Hall of Fame or Hall of Shame.
The application is intended to drive consumers to the Pro.Styling website, where they can access information on a range of Schwarzkopf products.
The website will be supported by a rich media campaign running across Ministry of Sound, Hedkandi, Last FM and MSN. The campaign comprises a range of banners depicting ‘hair villains' being chased by the hair police.
Last December Schwarzkopf partnered with Facebook to launch a branded group on the social network to generate interest in its Live Colour XXL products. The company launched an application inviting female consumers to compete for a place in the tongue-in-cheek 'Live XXL League Table for Irresistible Women'.