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With groundbreaking innovations and multiple new products launching onto the Australian market, 2015 is the year John Frieda is reinvigorating the hair care industry. To mark the occasion and herald the next era for the brand, John Frieda Hair Care is revamping its look and reigniting its revolutionary heritage in a new campaign. To find out more about the new direction, BEAUTYDIRECTORY sat down with brand managers Tate Howell and Georgie Packer.
John Frieda Hair Care has always been inspired by transformation and the collaborative relationship between a stylist and client. “We strive to empower women to create the hair vision they have always desired by providing guidance, inspiration and expertise as well as exceptional, innovative product ranges that deliver what they promise,” says Howell.
To reflect this relationship, John Frieda Hair Care is launching the Me & John campaign developed with newly-appointed global advertising agency, Arnold Worldwide. Taking on a personalised approach, the Me & John campaign focuses on the relationship between the consumer and brand. “It aims to further build that connection with the John Frieda consumer, and help her understand how together, we can create the hair vision she has always desired,” says Howell.
“The campaign takes on a less serious tone of voice. Me & John always puts the John Frieda consumer first, and understands her needs and the relationship between her and the brand. The John Frieda brand is her stylist, her inspiration and her hair authority. When the two come together, they are the perfect match.”
The campaign takes on a very different look to past campaigns with black and white imagery and bold pops of strategically placed colour. “The new campaign aims to break category conventions with a distinct look and feel that cuts through clutter and builds an emotional connection with John Frieda consumers. It stands out from the rest and takes inspiration from fashion and luxury to create a new level of sophistication for the brand,” reveals Packer.
As well as delivering a refocused branding message, the campaign highlights the latest launches from John Frieda and the many different hair care needs and hair types catered to by the brand. It heroes the exciting and innovative new products launching onto the Australian market in 2015, including the Frizz Ease Forever Smooth, Luxurious Volume 7 Day Volume, Beach Blonde Ocean Waves Sea Salt Spray and the Colour Refreshing Gloss ranges.
“Each Me & John creative element talks directly to the needs of the different John Frieda consumer, whether she is seeking frizz solutions with Frizz Ease, naturally full and voluminous styles with Luxurious Volume, or tailored colour care solutions with Sheer Blonde, Brilliant Brunette or Radiant Red,” explains Packer.
Inspired by the world of fashion, lifestyle and luxury, the campaign comes to life with a multitude of beautifully shot model images. “The editorial-style black and white photography captures the sophistication of the brand while the approachable, natural expression of the models stands out in the category. The use of many different models and looks helps to capture the spirit of John Frieda Hair Care and the brand’s understanding of women’s unique hair care needs. They all work together to capture the same revolutionary Me & John campaign spirit and the idea that ‘Together, We Can Do Great Things’,” concludes Howell.