Schwarzkopf Professional reveals #SKPCollective 2023 team

The six stylists that will make up the next #SKPCollective have been selected

Now in its fourth year, Schwarzkopf Professional has unveiled the six names chosen for the digital influencer scheme. This year sees a focus on content creation around new product launches, education, events, and Essential Looks trends. Each month the team will receive an assignment which involves creating content to support the brand’s messaging while growing their own profiles and technical know-how.

Joining the Collective for 2023 are:

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 were tasked with selecting and tagging the best existing content on their profiles. A hand-picked 14 were then invited to audition in person, with a surprise digital mission – only briefed when they had arrived at Hunter Collective in London. Finalists were asked to produce a Reel using products available in the room, with the simple brief of getting creative and thinking of original formats that didn’t just rely on creating hair for the camera.

With one hour on the clock, they had to film, edit, and caption their Reel before posting the results to their profiles. Judging on the day were #SKPCollective team leaders Rebecca Stanton and Elizabeth Glanville, plus Rachael Gibson, head of digital for LWPR, and Kelsey Dring, digital and social media editor at Creative HEAD. As well as watching back the videos, the panel also interviewed the finalists to learn more about their approach to content creation.

As well as attending events on behalf of the brand, the #SKPCollective will also be joining ambassadors for regular ASK Education and participating in content days at the Schwarzkopf Professional studio. The year will conclude with a photoshoot, mentored by Hooker & Young.

Follow @SKP_Collective to keep up-to-date with the team >