LONDON — John Frieda has partnered with Millie Mackintosh for a new shampoo and conditioner offering for blonds called Sheer Blonde Honey Blonde Collection.
The shampoo and conditioner will launch in September, exclusively at British drug store chain Superdrug and retail for 6.99 pounds or $9.25 at current exchange. It will be available at up to 700 doors.
“We’ve worked with Millie before, so developing the relationship further felt organic,” said Lizzy Williams, brand manager John Frieda U.K., of Mackintosh, who rose to fame as part of the original cast of the British T.V. series “Made In Chelsea,” is also a fashion designer with a collection available at Asos.com, an author, wellness and fitness columnist, a social media influencer and heiress to the family behind the Quality Street confectionary products.
Williams said that the brand, which is owned by Japanese company Kao Corp., began working on the project last year, with product development kicking off towards the end of the year.
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The range was inspired by Mackintosh’s signature deep honey blond locks and developed from insight based on Superdrug’s core audience, which Williams said was “a younger demographic both intuitively aware of their individuality and keen to find brands and products that help them express themselves.”
The shampoo and conditioner claim to amplify golden tones in highlighted hair through John Frieda’s Blonde Inner Shine Technology, which helps to reduce imperfections within the hair fiber, thus increasing light reflection and allowing highlights to look brighter. The gentle cleansing system removes buildup and residue to deliver an added shine and gloss, while conditioning agents smooth the surface for more healthy looking hair. The collection contains honey and oatmeal, and is infused with a citrus fragrance with green and floral under notes.
The packaging features Mackintosh’s name and a “M” logo, something the celebrity enjoyed working on. “Product creation from an aesthetic perspective was my favorite part [of the project],” she said. “It was important for my product to visually stand out through creation of logo and packaging, whilst maintaining on brand messaging for John Frieda enabling the product to sit well within mainline.”
Williams said Mackintosh was very hands-on with the product development, calling her “instrumental” in the development of the line, and saying “her input was key to ensuring the collection’s premium look and feel.”
There are no plans as yet to roll the products out to other retailers in the U.K., nor to other markets.