Helping John Frieda activate its brand purpose.
John Frieda’s transformational products are globally renowned. However, a changing consumer base and new market entrants have resulted in lack of awareness and lost relevance. We created a new brand campaign and refreshed identity – with a global consumer insight at the heart – to bring back that ‘it’s for me’ feeling.
Embracing individuals for who they truly are.
The Change
John Frieda came to us for help activating their newly-created brand purpose: unlock the beautiful power within each individual.
The Opportunity
We dug deep into the target consumer’s world and found that more than 2/3 of those surveyed to had received unwanted criticism about their hair – yet nearly 90% persisted in styling themselves, for themselves.
The ‘It’s For Me’ campaign was born, and features an unapologetic, bold tone of voice for the John Frieda brand. Photography was also a key element and the women featured don’t look like fashion models, they’re like women we know – different shapes, sizes, ages, and races.
The new design system introduces a fresh, eye-catching approach through bolder colours and type to transform the way consumers see the brand and products, giving it a new beginning and helping the brand deliver substance and storytelling across channels. The John Frieda logo has been updated to remove the London | Paris | New York byline underneath, ensuring the brand is culturally relevant everywhere the campaign is running around the world.
The Results
The campaign and design system launch in February 2022 across the US, UK and DE.
