John Frieda is revamping its Frizz-Ease range of haircare products as part of a major brand push that aims to fend off competition from rivals that have launched into the sector.
The range is being overhauled with new products, formulations and packaging. It will be rolled out across major retailers in the next couple of months.
It is believed the move comes ahead of a major repositioning of the brand, which is being rolled-out in the US and is expected to be launched in the UK in the summer.
Retail insiders say John Frieda has always been a market leader in the premium haircare sector but rivals have "caught up", putting pressure on the brand to revamp its offering.
A global brand campaign, developed by New York-based agency Kirshenbaum Bond & Partners, is being rolled out in the US this month with the new strapline "The beauty of invention".
The initiative is being supported by a global TV advertising and print campaign, expected to break in the UK in May.
Parent company Kao Brands, which acquired John Frieda in 2003, aims to revive sales through the campaign by refocusing on the brand rather than individual products.