30 years ago, the John Frieda brand was created with a core range of products designed just for specific hair types. Frizz Ease for out-of-control curls, Sheer Blonde to brighten dull, and Luxurious Volume to turn fine hair into big, bouncy blow dries. So when, in 2018, we globally repositioned the brand, it was key to differentiate them from their key competitor’s by taking them back to what John Frieda, (and only John Frieda) can truly stand for; the transformation of challenging hair types. By moving away from the classic hair advertising world of unbelievable, unattainable and unrealistic clichés of beauty, we took a stripped back, honest approach to showcase the power of each product to transform the demanding hair of women everywhere. We extended the global TVC campaign through the line to press, DOOH, in store and social platforms, which gave this global brand a rich and versatile toolkit of assets to be used in every key market.