Lindsay Lohan is back — and blonder.
“Soft Gloss Blonde,” to be exact, courtesy of Schwarzkopf and her longtime colorist, Tracey Cunningham.
As Lohan steps into a new chapter, both with a refreshed beauty look and on screen with the August premiere of “Freakier Friday,” the sequel to 2003’s “Freaky Friday,” she’s been named brand ambassador for Schwarzkopf. Salon professionals are able to recreate the signature color using the hair brand’s Igora Vibrance and BlondMe, with Cunningham sharing the exact formula on Instagram on Tuesday.
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“Tracey is more than my colorist — she’s a trusted creative partner,” said Lohan, a natural redhead, in a statement. “Whether I’m in a new movie or walking a red carpet — there’s only one shot to get my hair color right and it’s often a really tight turnaround. Tracey is the ultimate collaborator, and I love that she takes the time to explain what products she uses and why. I learned about Schwarzkopf through Tracey because the result is so incredible every time and it’s now the only brand I trust in the salon.”
“Lindsay is such a cultural icon,” said Teresa Cordova, head of Schwarzkopf masterbrand U.S. “She’s been someone who is universally recognized for her hair, but also adored by Millennials, Gen Z, all generations. When we started to look at the campaigns we wanted to work on this year, relevant in the U.S. market and to us as a brand, what we stand for and our vision, Lindsay and having a partnership with her was very clear to us. We wanted to tell the story of her hair, her glow-up and her relationship with her stylist.”
The campaign aligns with Schwarzkopf’s current U.S. focus on emotional connections to hair color. “We really wanted to lean into this understanding that consumers change their hair when they’re going through a big life change,” Cordova continued. “We tell that story with Lindsay in the way of her finding that confidence again.”
Schwarzkopf, which traces its roots to German chemist Hans Schwarzkopf over a century ago and is now owned by Düsseldorf-based Henkel Corp., has been an established brand in Europe and is looking to amplify brand awareness in the U.S. Key to that strategy is its ambassadors — who include Cunningham, the brand’s U.S. creative director of color and technique and owner of L.A.’s Mèche salon, Jacob Schwartz (Cunningham’s former assistant), hair stylist Chris Appleton and actress Sofía Vergara.
Schwarzkopf has been at the center of several cultural hair moments this year thanks to Schwartz (who first made waves with Margot Robbie’s Barbie blonde in 2023), including Charli XCX’s “Brat Black” and Bella Hadid’s “Super Model Blonde” at Cannes. Cunningham also helped generate buzz with her work on “The White Lotus,” traveling to Thailand to color the hair of Michelle Monaghan and Leslie Bibb as part of the “Blonde Trio,” as well as creating Lana Del Rey’s “Brown Sugar Brunette” shade at Stagecoach, and Jennifer Garner’s own blond transformation.
“I couldn’t be more excited to partner with Lindsay on this campaign,” Cunningham said in a statement. “We’ve been working together from the very beginning and I can’t remember my life before her. For the first time, we are unveiling Lindsay’s signature blonde formula. Schwarzkopf Professional’s Igora Vibrance and BlondMe were the keys to helping me safely lift her hair from red to blond while maintaining the ultimate vibrance and shine. It’s imperative that the color formulas I use on my clients really work because there’s zero room to make a mistake ahead of a red carpet moment. I can trust that Schwarzkopf will always deliver the best results.”
