Schwarzkopf Professional has selected the six stylists for the 2023 #SKPCollective following two rounds of social media-based tasks. The brand’s digital influencer scheme is running for a fourth year with a fresh format for 2023. Schwarzkopf Professional says they will focus on content creation around new product launches, education, events, and Essential Looks trends. Each month, the team will receive an assignment and have to create their best digital content to support the brand while growing their profiles and technical know-how.
2023 #SKPCollective new members:
- Amy O’Sullivan, Hair by Amy O’Sullivan, Drogheda, Ireland
- Chris Donohue, Billi Currie, London
- Ed Mascarenhas, Ed’s Hair, Bramhall
- Joe Taylor, Edward & Co, Brighouse
- Kat Cartwright, Farah Naz Hair, Prestwich
- Layla Relf, Base Hairdressing, Warrington
Following a call for entries, budding social stylists tagged the best existing content on their profiles. Schwarzkopf Professional picked 14 candidates for in-person auditions with a surprise digital mission, only revealed when they had arrived at the interview venue, Hunter Collective in London. Schwarzkopf Professional told the finalists to produce a reel only using the products provided. The brief: get creative and think of original formats that don’t rely on creating hair for the camera.
With one hour on the clock, the team had to film, edit, and caption their reel. The results included a product video based on trending audio from Spongebob Squarepants, a Superbowl-themed video diary, and a rap about the joys of Session Label.
SKP Collective team leaders Rebecca Stanton and Elizabeth Glanville judged the auditions with Rachael Gibson, head of digital for LWPR. The judges watched the videos to pick favourites and interviewed the budding social stars to learn more about their approach to content creation and hear their ideas for what they could bring to the team.
A few weeks later, Schwarzkopf Professional brought the team together for their induction at Henkel HQ in Hemel Hempstead. As well as attending events on behalf of the brand, the #SKPCollective will join ambassadors for regular ASK Education and participate in content days at the Schwarzkopf Professional studio. The year will conclude with a photoshoot mentored by Hooker & Young.
The team also received a product masterclass, with technical educator Armando Colucci sharing an overview of all the latest launches – and a few sneak previews of what’s coming up for 2023.
Finally, it was time to get creative and use the team’s social skills with an afternoon spent capturing video content and professional portraits.
Each member of the Collective walked away with a kit full of professional goodies to support their content creation and products to get hands-on with and create their first video assignments.
Ensure you’re following the team for a year of exciting, inspirational content.
@HairByAmyOSullivan
@ChrisDonohueHair
@EdsHairBramhall
@JTaylorHair__
@FarahNazHairKat
@VividMane_
Follow @SKP_Collective to keep up-to-date with the team.
For more news from Henkel click here
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