John Frieda Hair Care has launched its first formal collective of hair care experts, called House of Frieda.

The Kao-owned brand has enlisted an initial six-member cohort — who range from hairstylists to beauty writers to content creators — to raise brand awareness and serve up educational content about John Frieda’s range of styling, treatment and coloring products.

“We’re asking everybody on the team to create authentic content with our products that demonstrate transformation,” said director of marketing Marissa Vallillo, adding that while John Frieda has always been an expert-led brand, it is now modernizing that thinking. “House of Frieda is about more than just celebrity or editorial hairstylists, but people with a smattering of experience that can help us bring this idea of transformation to life in a more dynamic and relevant way to the market today.”

In addition to driving content for the brand, the collective will serve as a “think tank” to help inform new product development. Its debut members include celebrity hairstylists Laura Polko and David Stanwell; freelance beauty writer and former Cosmopolitan beauty director Carly Cardellino; content creators Greta Wilson and Marina Angioletti, and John Frieda salon stylist Elba Rodriguez.

“Our goal is to stick with this team and work with them — we’re committing to them, and they’re committing to us,” Vallillo said. “We’re focusing on this idea of transformation because we want people to get that ‘aha’ moment of, ‘oh, I can create this at home — I’ve got to have that transformation.’ I think and I hope House of Frieda will help boost that again for us.”

John Frieda reports it saw a significant increase in sales of its at-home hair coloring kits following the COVID-19 pandemic, and that its Frizz-Ease franchise, first introduced in the ’90s, remains a bestseller among both longtime and new consumers to the brand. Kao ranked number 12 on on Beauty Inc’s list of the top 100 beauty manufacturers of 2022, posting $4.33 billion in sales for the year, a 4.6 percent revenue increase versus the year prior.



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