Schwarzkopf LIVE Colour Unites Music and Self-Expression in TikTok Series
In a dynamic blend of music, content, and self-expression, Wavemaker and Schwarzkopf, the Henkel-owned global hair cosmetics brand, have teamed up with TikTok to launch the bespoke content series “Schwarzkopf LIVE Colour Sound Studio.”
Rolling out across Australia and New Zealand until the end of December, the TikTok series embodies Schwarzkopf’s mission that “life is better when it’s lived to its full expression”, encouraging Australians to bring their most authentic selves to every event.
The content series spotlights rising artists Kitty Rae and Xanu as they each write and produce a Bespoke LIVE Colour original song inspired by confidence and living life in full colour. Through their unique stories of self-expression, the series not only highlights Schwarzkopf LIVE Colour’s deep ties to the music world but also champions emerging talent by providing visibility and a platform for grassroots artists.
In collaboration with We Know Video, Wavemaker has crafted a mix of long-form content and short-form videos – including Trailers, Before & After transformations, and How-To segments – blending high-production polish with TikTok’s raw, UGC-style energy.
Sound Studio content also extends across Instagram, Facebook and YouTube Shorts, broadening reach and building excitement around the series, and is supported by a robust media plan.
Jayden Harris, director of content and partnerships at Wavemaker, said, “This campaign highlights Wavemaker’s commitment to identifying fresh, exciting ways to connect with audiences and deliver campaigns that truly stand out. There’s no better way to embody the concept that life is better when lived to its fullest expression than through music, where self-expression is ever-present. Partnering with TikTok provides the ideal platform to engage our core audience and connect with their passion for self-expression, and we couldn’t be more thrilled to bring Schwarzkopf LIVE Colour’s vibrant vision to life in such a fun, dynamic way.”
Chalinee Na Pattalung, brand manager at Schwarzkopf Colour ANZ, added, “We’re excited to launch the Schwarzkopf LIVE Colour Sound Studio, a campaign that truly embodies our vision for fearless self-expression. We’re thrilled to partner with TikTok, a platform that’s not just about content but about community, creativity, and celebration – values that align perfectly with our strategy.
“As one of the first brands to create a long-form content series on TikTok, we’re amplifying the voices of rising artists like Kitty Rae and Xanu, each bringing unique stories of self-expression that inspire us all to live boldly and colourfully every day. A huge thank you to Wavemaker, TikTok, We Know Video, and all the creators who have helped bring this journey to life.”
Jack Shanahan, GM and founder at we Know Video, said, “This project was a fantastic opportunity for We Know Video to showcase our ability to take a campaign from concept through to final delivery, leveraging the expertise of our in-house production team. By seamlessly connecting creative thinking with production execution, we streamlined the process, stretched budgets further, and elevated overall production value – all while crafting content that felt natural and true to the artists, blurring the line between storytelling and advertising.”
