FRIEDA’S AD FRENZY

Byline: Jenny B. Fine

NEW YORK — John Frieda Hair Care Inc. hopes to pump up the volume of its Frizz Ease business with an aggressive advertising campaign slated to begin next month.
The company will reportedly spend more than $4 million on television advertising for the brand next year and another $100,000 in print ads, according to industry sources.
The firm’s previous advertising efforts have totaled less than $1 million annually, sources added.
Although Gail Federici, president of John Frieda, refused to comment on the numbers, she did say the company is hoping for at least a 25 percent increase in sales as a result of the program.
Sources said that would mean a minimum wholesale volume of $40 million for Frizz Ease, which consists of 13 products and is distributed in about 25,000 mass market doors.
“We felt we have been keeping a fairly low profile,” Federici said of the brand, which was introduced here in 1990. “Sales up until now have been largely due to word of mouth, and we thought if we ever really did a campaign, we could really increase sales.”
The commercials, which were directed by fashion photographer Albert Watson, are set to begin airing on Dec. 10, during the Martha Stewart Christmas Special on CBS.
After that, Frieda will air the spots in about 31 metropolitan markets, including New York, Los Angeles, Chicago, Washington, Dallas, Detroit and Atlanta. The two 30-second ads will begin airing in January and are scheduled to run intermittently throughout the year.
Both spots feature a model applying the product, with stylist Frieda directing the application. Federici noted that the spots have a “clean, modern editorial feel,” compared with the brand’s previous ad, which is seven years old.
The print campaign, also photographed by Watson, also has two different ads — one geared toward a younger market and one for older consumers. Those ads feature small “before” shots, with a larger picture of a model with a finished hairstyle using Frizz Ease.
Print ads are scheduled to break in February magazines.
Although Federici said the firm will advertise in at least eight magazines, she said the list has not been completed.

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