Magazine article Marketing

John Frieda Pounds 6m Push Eyes 'Home Salon' Boom

Magazine article Marketing

John Frieda Pounds 6m Push Eyes 'Home Salon' Boom

Article excerpt

Premium haircare brand John Frieda is investing pounds 6.5m in a cross-platform campaign, including a major social-media push, to target women seeking salon-style treatments at home.

The brand is launching a spray-on hair lightener under its Sheer Blonde brand, a semi-permanent straightening spray under the Frizz-Ease brand and a volume spray under the John Frieda brand.

Kelly Marcham, senior product manager at John Frieda, said that digital activity would play a big part in the marketing campaign.

The John Frieda brand will be increasing its digital spend by a third this year compared with 2010. This will include a significant investment in social media, overseen by its digital agencies Brave and Holler.

With the launch of its Sheer Blonde lightening spray, John Frieda is tapping into the marked growth in sales of home colourants, as women seek to save money by cutting down on trips to salons.

Mintel has predicted that there will be a increase in value sales of other at-home treatments such as highlighters and straighteners. Sales of highlighters are forecast to rise from pounds 21m in 2011 to pounds 22m next year.

Marcham said the spray was a major innovation. …

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