THE WHAT? Schwarzkopf has named Sofia Vergara as Global Ambassador. The actor, best known for her role in Modern Family, will front the Henkel-owned brand’s What story will you tell? campaign this spring.

THE DETAILS Vergara told WWD, “It’s collaborating with a brand that shares my vision of embracing and celebrating the power of self expression and confidence. It’s a philosophy that resonates with me.

THE WHY? Vergara was chosen for her authenticity and confidence, WWD reports. Vildan Cerci, SVP of Marketing at Henkel, told the publication, “The insight driving the US market is that from a consumer perspective, hair helps the consumer embody who they are and how they’d like to see themselves. There are thousands of campaigns on the market, but the distinctive point is that hair can help you tell your story.”