The digital marketing drive is based around the concept of the 'Hair Police', who have the power to caution internet users with bad hair and give advice to those that want to improve their style.
Schwarzkopf has briefed Swamp to develop a Hair Police website, where users can go for the chance to win a night at the Malmaison Hotel in Oxford.
The campaign includes a branded Facebook application allowing consumers to join the Hair Police or caution a suspect. Social network users can also tag photos of their Facebook friends to appear in the Hall of Fame or Hall of Shame.
The application is intended to drive consumers to the Pro-Styling.co.uk website, where they can access information on a range of Schwarzkopf products.
The website will be supported by a rich media campaign running across Ministry of Sound, Hedkandi, Last.fm and MSN.
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