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  "path": "/an-inside-look-at-schwarzkopfs-partnership-with-primavera-sound-2026/",
  "publishedAt": "2026-06-15T19:56:48.000Z",
  "site": "https://www.salonmagazine.ca",
  "tags": [
    "News",
    "festival hair",
    "for every you",
    "primavera sound",
    "schwarzkopf professional"
  ],
  "textContent": "For the second consecutive year, Schwarzkopf Professional has partnered with Primavera Sound, an annual music festival in Barcelona, Spain. Held from June 3-7, 2026, at the Parc del Fòrum, the multi-day event enabled Schwarzkopf to amplify its For Every You campaign, which celebrates individuality, diversity and self-expression. To bring this messaging to life, the brand introduced a festival salon, which offered styling services to attendees by Schwarzkopf’s European-based hairdressers. In addition, interactive zones were set up across the festival grounds and featured real-time styling transformations and authentic “hair stories” captured throughout the event. One of the partnership’s highlights was Schwarzkopf’s exclusive collaboration with Romy of The XX, a globally renowned artist who is considered one of contemporary music’s most influential voices. As Romy’s official hair partner, the brand exclusively styled her festival looks, and featured Romy across its festival campaign. To elevate its presence at this year’s event, Schwarzkopf introduced an exclusive VIP stage with a curated lineup of live performances from Annahstasia, Spill Tab and Lusillon. This year also marked the debut of Schwarzkopf’s official Primavera Pop-Up Salon. Located in the vibrant El Born district, the salon was open throughout the week of the festival and featured the brand’s […]",
  "title": "An Inside Look at Schwarzkopf’s Partnership with Primavera Sound 2026"
}