Against a backdrop of scepticism about both products and advertising in the haircare industry, the premium brand John Frieda needed to reassert its relevancy in a category where customers often move between brands. In 2019, the brand launched the product, Frizz Ease Weightless Wonder, for women with frizzy but fine hair who found their hair weighed down by other frizz products. Marketing’s role was to achieve awareness of the new product, and credibly convinced the audience of its effectiveness. John Frieda challenged the genre’s advertising conventions by showing ‘before’ hair not just airbrushed perfection, casting real, diverse women rather than the usual models, and getting women to talk about their experiences. Media was bought in TV, outdoor and gym and store placements close to the point of purchase. The launch was the biggest driver of penetration success for the brand in 2019, and annual product sales targets were achieved within four months. This success solidified John Frieda’s position as the No. 1 premium haircare brand.