John Frieda has relaunched with a “bold new vision” focusing on formulas and fragrance, with a redesign of its packaging as well.
The hair care brand’s owner, Kao, has unveiled the refresh to elevate the performance of its range of products, which includes Frizz Ease Serum, as well as the Sheer Blonde and Brilliant Brunette lines.
Developed at Kao’s Haircare Centre of Excellence, John Frieda’s range of products now has fewer but more effective ingredients, and an inclusive modern design, the company said in a statement.
Plus, sustainability is at the centre of its new premium packaging.
All products – both new and updated – have been reformulated to be vegan and “free from harsh surfactants and preservatives”, as well as having a greater number of biodegradable ingredients, while promising to maintain salon-level results.
Kao has tapped a new fragrance technology that features mood-boosting molecules, created by DSM-Firmenich and known as Aura Boost.
The makeover is designed to boost John Frieda’s position in the market and drive long-term growth, tapping consumer desire for greater transparency and innovation, while honouring the nearly 40-year-old brand.
“When John Frieda first launched five decades ago, it was about more than just hair care – it was about empowering self-expression and confidence, with salon-calibre quality and feel, bringing products for specific consumer needs such as frizz, colour and volume right to our consumers’ doorsteps,” said Armin Haery, Senior Director, Consumer Care Business, AEMEA at Kao who heads up John Frieda’s Brand Global Marketing.
“With this relaunch, we want to connect back to these roots and honour the brand’s legacy by bringing ‘Salon Attitude. Every Day.’ to life through product innovation and the way we engage with our brand community.
“Guided by our creative principles of focus, fascination, and flair, we are redefining what modern hair care means for today’s conscious, empowered consumer.”
The refresh of the premium mass brand forms part of Kao’s ‘Global Sharp Top Strategy’ launched in September last year that outlined strategic initiatives “focused on investment in areas where Kao can establish a leading market position through high-value offerings and unique market propositions”.
The Japanese beauty conglomerate, which also owns Molton Brown, Oribe, Bondi Sands and Curel, acquired John Frieda in 2002.
Known for products such as its hero Frizz Ease range, as well as its colour hair care range of shampoos, conditioners and styling products, the brand was founded in 1988 by British hairstylist John Frieda.
“This relaunch is a clear reflection of Kao’s commitment to leading in innovation, strengthening our global brand portfolio, and advancing our sustainability agenda,” said Michael Cramer, VP Consumer Care Business EMEA.
“As we mark this reinvention of John Frieda, we are not only celebrating the brand’s heritage, we are also strengthening the core of our EMEA Consumer Care Business underscoring Kao’s ambition to shape the future of premium mass beauty through purposeful, consumer-driven growth.”