Case Study

Schwarzkopf L.I.F.T: 2024 and 2025

Challenge

In 2024 Schwarzkopf Professional sought to reinvigorate its relationship with hairstylists through a new kind of branded experience. The goal was to break from the traditional hair show mold by building authentic community, generating buzz, and celebrating creativity across three major U.S. cities.

The events needed to balance education and inspiration while standing out in a crowded industry—delivering meaningful content through a design-forward, sustainable, and emotionally resonant experience.

Solution

Brand Revolution led the design and production of LIFT by SKP, a multi-city event series that brought Schwarzkopf’s brand values to life in fresh, unexpected ways.

We worked closely with the client to define a creative vision rooted in authenticity, artistry, and community. Industrial and historic venues in Los Angeles, Chicago, and Austin were hand-selected for their natural light and loft-style aesthetics, providing an elevated yet approachable backdrop for each event.

The success of the initial three-city series led to the evolution and relaunch of the experience in 2025, with new versions of LIFT by SKP staged in Denver and
Nashville.

The events exemplified a progressive approach to community-driven
brand experiences in the hair industry – experiential, inclusive, and purpose-driven.

Where passion, business, and personal growth collide

For hairstylists, community is more than connection—it’s a catalyst for creative and professional growth.

LIFT by SKPcreates a space where stylists and salon owners come together—beyond competition, beyond ego—to share experiences, challenges, and wins. It’s a movement that fuels belonging, celebrates artistry, and empowers individuals to rise together through education, inspiration, and support.

In a world that can feel isolating, this community reminds stylists they’re never alone in their craft.