John Frieda, the hair care brand of Japanese cosmetics group Kao, is undergoing a comprehensive relaunch. According to the company, this includes reformulated products, a sharpened brand vision, sustainable packaging and a new global communications platform. The aim of the campaign, developed by global creative agency VCCP, is to further strengthen the brand’s position. “The John Frieda relaunch is one of the biggest brand transformations we have undertaken in recent years,” says Kao manager René Heiligenstein.

New formulations and packaging

The newly formulated, salon-quality products were developed at the Kao Haircare Centre in Darmstadt. According to the company, they feature fewer, yet more effective and more biodegradable ingredients. In addition, the design is inclusive, incorporating tactile packaging elements that make it easier to distinguish between shampoo and conditioner. According to Kao, the revamped products are vegan and free from surfactants and preservatives. In collaboration with the chemical company DSM-Firmenich, the brand is also introducing the ‘AuraBoost’ fragrance technology, which is designed to convey energy and self-confidence through mood-lifting molecules. The product range has been available in shops since mid-March.

Anchored in Kao’s global strategy

The relaunch is also intended to support Kao’s strategic objective of strengthening the market position of its core brands and driving their growth. The repositioning enhances the brand’s competitive positioning in the premium mass market segment. It forms part of the ‘Global Sharp Top’ strategy for products that offer particular added value and have the potential to establish a leading market position. The new product portfolio also supports the company’s ESG strategy and ‘Kirei Lifestyle’ plan, as well as its commitment to more sustainable packaging and environmentally friendly formulations. Kao is a global manufacturer of personal care and cosmetic products with around 33,000 employees worldwide. The global hair care brand John Frieda was founded in 1988.

Source: Kao