Schwarzkopf names Sofia Vergara as new global brand ambassador

Professional haircare brand Schwarzkopf has named actress and producer Sofia Vergara as a global brand ambassador to help launch its new campaign, "What Story Will You Tell?".

Described as the "epitome of hair goals", Vergara will showcase how Schwarzkopf products give her the look she wants to tell her unique story, and serve as inspiration for women to do the same.

"Sofia is the perfect partner to bring to life Schwarzkopf’s mission in creating a strong, purposeful, global and culturally relevant campaign message," reads a statement from the Henkel-owned brand.

The campaign hopes to inspire consumers to "show up as their true selves and own the story they want to tell the world". It launches in March via social media and television advertisements.

"Hair is a powerful form of self-expression. Being in the spotlight, confidence is everything and hair plays a big part," said Vergara.

"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."

The ambassadorship coincides with Vergara's latest role in the Netflix series "Griselda" which premieres tomorrow, 25 January 2024.

The 51-year-old actress is also known for her role as Gloria Delgado-Pritchett in the ABC sitcom Modern Family.