VCCP nets John Frieda as brand unveils global relaunch

Haircare brand John Frieda, part of Japanese beauty manufacturer Kao, has appointed VCCP to lead the creative and strategic development of its 2026 global relaunch campaign which kicks off this week, following a competitive pitch.

The fully integrated, multi-channel activity spans AV, social, digital, retail, stills and messaging, and features a new brand platform “Salon Attitude. Every Day”.

The blitz will run for the entirety of 2026, and aims to break through the crowded haircare market by focusing not on complicated science, but rather the confidence and transformation great hair gives you in your everyday life.

John Frieda’s ambition has always been to deliver salon-quality solutions to consumers, enabling everyone to look and feel their most amazing every day. The campaign aims to bring to life the confidence that comes from having salon-fresh hair – but with the value of feeling “unstoppable” that comes when you have done your hair yourself.

The film has been directed by Tom Dream through production company RSA, in collaboration with VCCP’s global content creation studio Girl&Bear. It sees a road transformed into “John Frieda Street”, with mirrored streets, steps and buildings, all reflecting the radiant confidence of several women, as they go about their day, catching their reflection – and their great hair – on the go.

Designed as a bold visual metaphor for the power and confidence you get from a great hair day and how it can completely transform the way consumers carry themselves, it is backed by a bespoke track called Mirrors created for the film, and written by Will Vaughan and Dream-Co.

The campaign also features images by New York fashion photographer David Roemer, who shot eight models designed to represent a wide range of hair types which John Frieda’s products cater for.

In what is claimed to be a first for the category, the campaign deliberately avoids the typical category focus on scientific jargon and structure formula of – swoosh, strand, science, swoosh – instead highlighting the empowering feeling the products provide now you have salon-level results in your own hands.

Kao brand communications director Kathryn Hill said: “This relaunch is a milestone for John Frieda. The new visual identity, sustainable packaging, reformulated products, and campaign all come together to mark a new era for John Frieda, bringing our ‘Salon Attitude. Every Day.’ promise to life. Working with VCCP has been truly collaborative – together we’ve created a bold new campaign that feels modern and celebrates the spirit and attitude that defines John Frieda.”

VCCP deputy executive creative director Ciara O’Meara added: “Haircare ads often get lost in complicated product talk. To achieve a breakthrough moment in the category, we deliberately shifted the style of the campaign to the pure feeling of when your hair is on point, and you can’t help but check yourself out. This puts the spotlight on that feeling of confidence and transformation and the emotional benefit of having salon-quality hair you can create yourself every day.”