John Frieda gets personal about hair with ‘It’s for me’ integrated campaign

The haircare giant las launched an online and social campaign built around global customer data to boost brand performance.

John Frieda gets personal about hair with ‘It’s for me’ integrated campaign

Coley Porter Bell has delivered a new immersive integrated campaign and design system for haircare brand John Frieda.

The campaign was born out of a core consumer insight gained from global research with the brand’s goal-getting target audience. 

Over two thirds of the audience are subjected to unwanted criticism about their hair, yet nearly 90% still insist on styling for themselves and no one else.  

The campaign broke across online and socials in the UK in February and has a TV commercial planned for May. 

The ‘It’s for me’ campaign taps into people taking ownership of who they are and how they look, as well as speaks to the brand’s purpose of showcasing what’s uniquely beautiful in each individual.

Debbie Rix, VP, JF & ESG AEMEA and New Business, EMEA, Kao Brands. “We are thrilled about the Coley Porter Bell partnership; helping us bring the John Frieda brand purpose to life through the new brand platform.”

Coley Porter Bell is part of Ogilvy Group and WPP.

 


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