Haircare brand John Frieda is making its biggest investment in digital marketing to date with the launch of a live styling event that will be streamed online.
The brand will host its first Live Haircare Academy on 27 May at 1pm The styling session will be screened live on the event's dedicated website, johnfrieda-live.co.uk.
Consumers will be able to ask salon experts questions during the session, while beauty bloggers will be able to ask questions via webcam.
The activity is being overseen by PR agency The Communications Store and digital agency Holler.
Beauty bloggers have launched a series of online competitions in conjunction with John Frieda to find women to star in the live styling event.
Caroline Wilding, product and digital marketing manager at Kao Brands, which owns John Frieda, said: 'For our target market we know how important the digital space is in driving deeper relationships with our consumers.'
The live show, which will be presented by Grazia journalist Angela Buttolph, is being promoted via Facebook, Twitter and print ads in key titles such as Elle.
The idea for a streamed styling event was conceived last September and the brand has specially adapted a London salon to stage the show.
John Frieda aims to reach 1.3m consumers through the campaign. Vicki Franks, marketing director …