THE WHAT? Schwarzkopf has launched a new sustainable haircare range, promoting the range via media company Connecting Plots.

THE DETAILS The range targets eco-conscious consumers, with the campaign taking into account research by University of Leeds, which shows that people are still unwilling to buy green products because of doubts over the products performance ability, with most consumers perceiving them to be less effective.

THE WHY? Anne-Marie Viguier, Schwarzkopf ANZ Marketing Manager, says, “Schwarzkopf are leaders in high performance hair care products the world over and we’re excited to be able to use our influence in the category to now also be more sustainable. Our goal is to be the go-to hair care product for those looking to do their small part in minimising wasteful packaging.”