JOHN FRIEDA

ME & JOHN

THE SITUATION

Once known for disrupting the haircare category with breakthrough innovation and professional expertise, the John Frieda brand had been in decline across the globe for several years. The brand lost premium status and relevance with not only consumers, but retailers who were close to delisting the brand. 

With a focus on the sub-brands, the masterbrand lacked breakthrough and failed to connect emotionally. John Frieda needed to take back its rightful place in the category.

THE TRUTH

Through a detailed analysis of our consumer target, we came to understand a subtle, but critical, difference between her and other women. Our “super enthusiast” doesn’t live and die by expert advice. She is not frustrated or intimidated by styling. She sees opportunity, enjoys learning and has a true partnership with her stylist.

THE STRATEGY

The strategy was to bring back John. Not the man, but the trustworthy hairstylist who works with consumers to give her the confident, effortless look she wants. We wanted to build an emotional bond between the masterbrand and consumers. And establish a unique position for John Frieda in the premium mass segment – one that communicated revolutionary transformation through partnership.

THE CREATIVE

The answer was “me&john.” The look was no longer perfection, but the effortless, behind-the-scenes look of a model off-duty. We speak to the super enthusiast consumer through her lifestyle and aspirations: cosmopolitan style; stunning, editorial black-and-white photography; dynamic cuts; and hair that is never settled or too perfect to be true to who she is. Most importantly, the brand’s behavior shifted to acting like a partner. Interactive touch points such as content and social, show how to achieve an aspirational lifestyle and the cosmopolitan look she wants. To gain feedback, we answer questions and showcase her success. Just like a partner. 

The RESULTS

The power of the imagery and new messaging brought about a total reset for the brand. At one key UK retailer, sales were up 30% immediately post launch. In year one of the campaign, research results exceeded all copy testing norms and communications helped to propel key sub-brands to uplifts of over 31%.

With improvements on many key masterbrand attributes, sub-brand success continued with 2017 communications driving clear business results:

• LUXURIOUS VOLUME: The UK saw an 81% uplift on new product units with the launch of its latest innovation.
• GO BLONDER: After the launch of Brilliantly Brighter communications, the UK saw double digit growth week after week.
• FRIZZ EASE: In the UK, the communications around Frizz Ease serum created the best up-lift for the Frizz Ease sub-brand in 5 years.