John Frieda Haircare



Better align the user experience with the brand's proposition.



Over a six-week period, we worked with John Frieda to design a customer engagement strategy that reframed not only how brand content should be produced, but how the brand’s proposition “Salon Quality Results at Home” should be experienced. 

Our work with haircare customers in their homes and in stores made clear the emotional drivers of product selection and the disconnects within the category that were leading to customer experimentation across brands. 


We helped John Frieda understand how to build their brand “beyond the product” through an approach that, in the absence of transaction data, used branded content consumption as a rewards metric.


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