John Frieda officially unveiled its refreshed brand identity and elevated product portfolio atan exclusive media and influencer event in Johannesburg, marking the beginning of a bold new chapter for one of the world's most recognised salon-inspired haircare brands.
Bringing together leading beauty editors, influencers and industry tastemakers, the event celebrated John Frieda's evolution into a modern premium beauty brand, where salon-quality performance, elevated design and everyday luxury come together. Guests were immersed in the new John Frieda world through a series of interactive experiences that showcased the brand's four core haircare collections - Blonde, Colour, Frizz and Fullness.
A dedicated Scent Station invited attendees to discover the distinctive fragrance profiles developed for each range, while styling touch points allowed guests to experience the products firsthand and see how salon-inspired results can be achieved every day
The relaunch also introduced a number of exciting innovations across the portfolio. Alongside its sleek new look, John Frieda unveiled refreshed premium packaging, more environmentally conscious materials, and a range of new travel-sized products, making it easier than ever for consumers to take their favourite products wherever they go.
The brand also revealed its new signature fragrance profiles, carefully crafted to elevate every step ofthe haircare routine and transform daily rituals into luxurious self-care moments. The experience reflected this elevated positioning, with contemporary styling, striking product displays and thoughtfully curated installations designed to celebrate the artistry behind the brand.
Every detail reinforced John Frieda's commitment to combining high-performance haircare with sophisticated design and a more premium consumer experience.
At the heart of the relaunch is John Frieda's new global platform, "Salon Attitude. EveryDay." More than a tagline, it reflects the belief that everyone deserves to experience the confidence that comes from great hair - not just after a salon appointment, but everysingle day.
As guests departed, they left with more than a first look at a refreshed product range. They experienced a brand that has evolved alongside today's consumer, delivering professional-quality performance through innovative formulations, luxurious fragrances, modern sustainable packaging and convenient travel-friendly formats.
The newly reimagined John Frieda range is now available exclusively at Clicks, bringing salon-inspired haircare into homes across South Africa.
