Great hair starts with understanding what works for you. At the GLAMOUR Hair & Beauty Masterclass, John Frieda brings its “Salon Attitude. Everyday.” philosophy to life, empowering consumers with the knowledge, products and techniques to achieve salon-inspired results from the comfort of their homes. Through practical guidance and personalised haircare insights, the brand aims to help consumers embrace their individual styles, understand their hair needs and feel confident in every look.
GLAMOUR: What makes the Hair & Beauty Masterclass the right platform for your brand to connect with the GLAMOUR audience?
JOHN FRIEDA: The GLAMOUR Hair & Beauty Masterclass creates space for the kind of conversation we want to have with consumers: personal, practical and inspiring. It gives us an opportunity to hear their hair concerns, answer questions and demonstrate techniques they can use at home. For John Frieda, that’s what “Salon Attitude. Everyday.” is about giving consumers the correct products for their hair type, how to style their hair from the comfort of their homes and allow them to leave feeling confident all day long.
GLAMOUR: There’s so much conversation around beauty being more than appearance. How does your brand approach beauty as a form of confidence, identity or self-expression?
JOHN FRIEDA: Hair is deeply personal. It can reflect our personality, our culture, our mood or a new chapter in our lives. At John Frieda, we believe people should have the freedom to decide what beautiful hair means to them. Whether someone wants to embrace their natural curls, enhance their colour or experiment with a different style, our role is to help them achieve a look that feels like them.
GLAMOUR: What do you hope consumers understand or experience differently about your brand after engaging with you at the GLAMOUR Hair & Beauty Masterclass?
JOHN FRIEDA: We want people to leave thinking, “I can do this at home.” That might mean understanding which product suits their hair, learning how much to use or discovering a styling technique that makes their routine easier. We also hope they get to know John Frieda more personally, through trying the products and seeing how they work. If they leave with a useful new skill and a little more confidence, that’s a meaningful outcome for us.
GLAMOUR: As the beauty landscape continues to evolve, what are you seeing consumers become more intentional about, and how is your brand responding to that shift?
JOHN FRIEDA: In our view, consumers are becoming more intentional about choosing products that have a clear purpose in their routine. They want to understand what a product does, whether it suits their hair and how to get the most out of it. For John Frieda, that reinforces the importance of addressing specific hair needs and making product education accessible. Experiences like this masterclass help us turn that information into practical guidance, so consumers can make more confident choices.
Ultimately, John Frieda believes that great hair should feel achievable, personal and empowering. By helping consumers understand their hair needs, choose the right products and master techniques they can recreate at home, the brand continues to make everyday styling a more confident and rewarding experience. Through its participation in the GLAMOUR Hair & Beauty Masterclass, John Frieda reinforces its commitment to helping everyone discover what works for their hair, bringing the confidence of salon-inspired styling into everyday life.
