Haircare company John Frieda is to launch a new brand for brunettes next year to build on the success of its Sheer Blonde range.
Called Brilliant Brunette, the range is expected to comprise more than 12 products – including shampoos and conditioners – designed to add shine and bring out the colour of brown hair. The range will launch in the UK in July 2004 after being rolled out in the US early next year.
The Brilliant Brunette launch will be supported by the largest marketing spend from John Frieda. Industry sources say that the company’s advertising budgets have been boosted since its acquisition by Japan’s Kao Corp. The company refused to comment on its plans for 2004.
A Frieda spokeswoman says there are no plans to appoint a creative advertising agency in Europe. The company recently appointed Kirshenbaum Bond & Partners as its US agency. Kirshenbaum will develop a campaign to be implemented by an in-house team in the UK. John Frieda’s media buying and planning is handled by Equinox Communications.
Frieda hopes the brunette range will emulate the success of the Sheer Blonde range of haircare products. Sheer Blonde will be supported by an &£800,000 poster and outdoor campaign later this month, part of an annual &£3.5m spend on the range.