FRIEDA LOOKS BEYOND BLONDE

Byline: Andrea M. Grossman

NEW YORK — John Frieda Professional Hair Care has expanded its line of hair care and styling products — and you don’t have to be a blonde to use them.
With a 12-year presence in the marketplace, the maker of Frizz-Ease is looking to reassert that the brand is the king of frizz control, and at the same time, shine up its image. “I think John Frieda products can help women achieve young, hip styles,” said Maria Dempsey, vice president of marketing for John Frieda Professional. Five new Frizz-Ease products have been designed to help the company achieve that goal. For 2001, Frizz-Ease generated $75 million in food, drug and mass stores.
For starters, there’s a new variant of the Frizz-Ease serum, a light formula, specifically designed for fine, thin hair. Like its regular and extra-strength counterparts, Frizz-Ease Lite will retail for $9.99. Then there is Dream Curls, a product designed to be a “curl perfector,” Dempsey said. Dream Curls’ spray-on formula is enriched with magnesium to help enhance natural wave patterns. A molding mix, called Cool Moves, is another attempt at growing the Frizz-Ease brand. Cool Moves, according to Dempsey, is a styling product made for frizzy, dry hair that is specifically formulated to keep hair frizz free. A new shampoo, Smooth Start, as well as Glistening Creme conditioner, have also been formulated.
Frizz-Ease Lite, Dream Curl and Cool Moves are available in food, drug and mass stores this month. The shampoo and conditioner will be available in the second quarter. The serum will retail for $9.99, the stylers will retail for $5.99 and the shampoo and conditioner will cost $4.99.
Advertising will commence in June beauty magazines and will focus on the perils of frizz. Before-and-after photos, as always, will be an important component of the campaign. Gaining more retail space in mass and food stores remains a goal for John Frieda Professional. “We are in the doors we want to be in but we don’t have the optimal planograms,” Dempsey said, explaining that consumers still view John Frieda products as “prestige.” John Frieda products typically occupy more than 12 feet in drug stores, but half that space in food and mass stores.

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