John Frieda Launches Global Campaign

Ads for hair care products typically feature models with hairstyles that can only be described as flawless and over-styled – leaving women with no realistic path forward to achieve their beauty vision. But “me&john” — the first creative to come out of Kao Corporation’s John Frieda and Arnold Worldwide since partnering in May 2014 — seeks to reinvent these unachievable category “norms.”

The London-born beauty brand taps into its editorial and fashion roots in its very first master brand campaign. The “me&john” campaign uses modern artful photography to showcase the John Frieda Brand helping women achieve effortless beauty and confidence. The campaign will feature a series of TV spots, print ads, activations and installations across the globe.

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Campaign coverage: “John Frieda launches global campaign