John Frieda: Frizz Ease Weightless Wonder –Challenging haircare scepticism with breakthrough innovation

John Frieda, a haircare brand, promoted its brand of Frizz Ease products in the UK by launching a series of ads with diverse models and realistic before and after shots to show its products genuinely work.

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands