John Frieda has teamed with surf lifestyle brand Billabong to further expose its hair care to target consumers where they shop.

The two brands will kick off the collaboration with an exclusive A Bikini Life Beach Blonde kit.

“The purpose of this campaign is to place Beach Blonde somewhere else that we believe our consumer may be shopping, both on billabong.com and in their stores,” said Heather Warnke, director of marketing, hair care at Kao USA, the maker of John Frieda. She noted the Billabong brand and Beach Blonde have similar personalities and attract “active, beauty focused” women.

The kit includes travel-size John Frieda Hair Care products from the Beach Blonde line along with accessories from Billabong. Packaged in an ocean-printed clutch, the exclusive collection retails for $32.95 and will be available at all 17 Billabong stores and billabong.com. This reflects another industry hot button of offering something different from the competition.

“Joining forces on the limited-edition kit helps us to further define the personality of the brand and offer up something new to both our loyal fans of the brand that have campaigned to bring it back [the Beach Blonde line launched in the early 2000’s and returned to the market last year following consumer requests],” said Warnke. “And it exposes us to potential new fans that many not have discovered us yet where we are sold.”

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Hair-care sales are on the rise, outpacing cosmetics, as consumers seek formulas to address specific wants — in this case beachy waves. Leveraging shopper traffic, retailers such as Billabong are expanding into personal care to build incremental volume.

“Bringing these two brands together is the perfect way for us to give women everything they need for their beach-loving, surf-inspired styles,” explained Cathey Curtis, the global vice president of marketing for Billabong Women’s.

There will be events on the East and West Coasts with exclusive social media content and a series of behind-the-scents video vignettes with close-ups of notable female surfers.

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