Campaign details
Brand: John FriedaAdvertiser: KAOEntrant: BravePrincipal author(s): Louise Yankovic-Jenkins, KAOContributing author(s): Claire Knowles and Sophie Russell, Brave
1. Background
Shoppers are sceptical of the claims of the mass haircare industry.
There is a dizzying array of products lining the shelves with a huge range of claimed attributes and benefits - from 'clean' ingredients and exotic oils to volume enhancing and frizz smoothing. But in reality mass products tend to consist of a basic recipe with a few tweaks. They rarely deliver a genuine improvement to the purchasers' hair, and as...