John Frieda undergoes premium packaging revamp


The new look will reflect the Kao brand's long standing premium position

John Frieda undergoes premium packaging revamp

John Frieda has revamped its branding and packaging, spanning its entire portfolio of hair care products.

The new look is said to bring the Kao-owned brand's sub-brands – which include Frizz-Ease, Luxurious Volume, Full Repair, Brilliant Brunette, Sheer Blonde and Radiant Red – together under the John Frieda master brand, while reflecting the brand's long standing premium position in consumer hair care.

Speaking about the new packaging, Debbie Rix, UK General Manager for John Frieda, said: “When we were considering the new look for John Frieda, we wanted to reflect the premium feel of our products and remain true to the John Frieda legacy which has been integral to the brand. The bold new packaging achieves this and clearly unifies our sub-brands within the John Frieda family, allowing our customers to easily identify the collections and find their perfect match.”

The new direction builds on a successful year for the brand; following the roll-out of its Me & John campaign, which aims to empower women to “take control of their hair destiny”, John Frieda recently added to its Luxurious Volume range with its Forever Full Hairspray.

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This summer, the brand also teamed up with clothing and lifestyle brand Billabong on a new campaign and product launch targeting fans of the 'beach beauty' look; the collaboration saw John Frieda's Beach Blonde line sold alongside accessories from Billabong.