Sofia Vergara, Chris Appleton Reclaim Identity in Schwarzkopf’s ‘Chapters of Change’ Campaign

Sofia Vergara and Chris Appleton are reclaiming their identity in Schwarzkopf’s new “Chapters of Change” campaign.

The campaign celebrates the transformative power of hair color as a reflection of life’s defining moments—empowering individuals to embrace self-expression, reclaim their identity and confidently own their personal hair stories.

The campaign comes as Schwarzkopf continues to expand its footprint in the US, growing mass awareness and emotional resonance, officials said.

“Artist and muse—Chris and Sofia shine individually and together, embodying the transformative power of hair and its ability to help us step confidently into the next chapter,” said Teresa Cordova, head of Schwarzkopf Masterbrand US. “Their constant drive to evolve and keep people inspired makes them the perfect partners to reflect how hair color moves with us through every chapter of life.”

Hair Color as ‘Wearable Art’

Vergara, an “embodiment for transformation” per the brand, uses her own hair journey to showcase how every stage of life is an opportunity for reinvention.

Appleton, one of Hollywood’s leading hair experts, brings his expertise to the campaign, representing the salon professional community and spotlighting the transformative power of hair color.

“Hair color is the ultimate form of self-expression—it’s the first thing people notice and it says everything without you having to say a word,” said Appleton. “For me, color is wearable art. Whether I’m going platinum blonde for a mood shift or helping a client channel a whole new energy, it’s always about transformation and owning your moment. I love encouraging people to take risks with color—it should be fun, bold, and empowering. That’s why I’ve trusted Schwarzkopf for years. Their color delivers great results, which gives me total confidence whether I’m taking someone dramatically lighter, deeper, or somewhere in between.”

In addition to sharing brand ambassador stories, the “Chapters of Change” campaign will also spotlight real women at pivotal life moments – whether boldly reinventing themselves after heartbreak, embracing the balancing act of motherhood or navigating new decades with confidence and style. Each chapter comes to life through powerful hair transformations, powered by Schwarzkopf’s trusted at-home and salon solutions.

The campaign will be brought to life in a 360-degree content rollout including connected and linear TV placements, paid and owned social, influencer marketing and strategic partnerships.