Background and Challenge

Full, healthy hair – that's the promise of "Full Hair Magic" by Gliss. The care range combats brittle, lifeless hair, stimulates growth, and strengthens each strand from root to tip. To bring this magic to life, Schwarzkopf partnered with actress and brand ambassador Beren Saat. In an exclusive TV commercial, she took the audience on her personal Full-Hair Journey. We joined the shoot in Prague and created a global social media campaign with Beren Saat, showcasing Full Hair Magic, especially on Instagram.

Approach and Realization

Our creative concept defined the aesthetic for the global campaign, seamlessly extending the look and feel of the TV commercial. Filming took place in stunning sets, including luxurious bathrooms, elegant event locations, and vibrant club scenes. We developed a diverse content mix: from dramatic makeover moments to personal interviews with Beren Saat and her hair professionals. The focus was on the product, presented through dynamic 15- to 20-second videos optimized for Instagram and YouTube.

Results

Working with an international superstar like Beren Saat was a true highlight. The resulting global social media campaign became one of our largest productions. We created diverse, high-quality content that brought the Gliss brand to life. The Instagram assets achieved impressive reach and engagement, providing Full Hair Magic with a significant boost in brand awareness.