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John Frieda (Kao Brands)
John Frieda Precision Foam Colour

RAN IN: United States

CLIENT
KAO Brands Co.

Lynn Schaber - VP, Global Hair Care Strategy & Innovation

AGENCY
Kirshenbaum Bond Senecal + Partners *Lead Agency

Ed Brojerdi - Co-CCO
Izzy DeBellis - Co-CCO
Judith Grey - Creative Director
Brooke Kaylor - Sr. Producer
Jennifer Kim - Strategy Director
Michele Kunken - Creative Director
Carla Nunes - Acct. Director
Jenny Read - Executive Producer
Ritu Sharma - Group Acct. Director


SUMMARY

In 2011, John Frieda launched Precision Foam Colour, its first-ever home hair color. The marketplace had historically been a duopoly ruled by industry giants LOral and Clairol and research showed that women were reluctant to try new brands. Despite these obstacles, PFC set out to become the #1 foam based on market share and trial data. And although John Frieda was new to color, had smaller marketing budgets and was more expensive, we were able to convince women to switch to PFC at higher rates than our competition.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Print, Direct, PR, Guerrilla, Events, Packaging

Audience: new Audience, Women, Young Women

Objectives: Brand launch

Type: Business to Consumer

Classification: National

Language: English