JOHN FRIEDA® COLOUR REINVENTION. RETHINK EVERYTHING.

UNIQUE BREAKTHROUGH INNOVATION THAT ALLOWS YOU TO ALTER YOUR HAIR COLOUR RIGHT IN THE SHOWER IN JUST MINUTES!

These game-changing haircare innovations won’t be released by John Frieda® Hair Care until 2016, but you can get them at Target.com for a limited time, starting today!

PR Newswire, New York, NY, November 16, 2015
John Frieda® Hair Care They’re the kind of hair care innovations you dream about – products that let you wash in brighter or deeper tones in minutes, perfectly blur regrowth to give your colour extra mileage between touchups, and conjure up satiny-soft, air-dry waves you can run your fingers through. And while the majority of these products won’t be officially available until 2016, you can get these John Frieda® innovations online through a target.com presale event, starting today.

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You choose the effect: With revolutionary, in-shower treatments that take your hair up to 1 shade lighter or darker for just $9.99, John Frieda® Hair Care is changing the hair-colour game.


  • If you’re a natural or colour-treated blonde, the brand’s new Go Blonder In-Shower Treatment (the newest product in its celebrated Sheer Blonde® line) instantly lifts blonde hair up to 1 shade in just one wash, to help you maintain a bright, natural-looking blonde. And it works all over, softening dark roots and lightening blonde tones to give you believable, shimmering colour from root to tip. The peroxide-based lightener lifts melanin from the hair cuticle to brighten strands and is designed to be used once a month or 1-2 times between your colouring cycle.
Meanwhile, the John Frieda® hair care experts have completely reinvented its Brilliant Brunette® collection, with treatments, shampoos and conditioners that let every brunette customize the shade of her dreams – whether warm and honey toned or dark and rich – right in the shower.

  • Made with a proprietary technology, New Brilliant Brunette® Visibly Brighter™ In-Shower Treatment instantly lifts brunette colour up to 1 shade, bringing out its lighter, warmer dimensions.

  • As with the John Frieda® new in-shower treatment for blondes, it’s designed to be used once a month. Both formulas deliver gentle, all-over permanent lightening without radically altering your colour. Bonus: They’re refreshingly easy to use (no precise application required), with built-in toners to ensure perfect, natural-looking results.

  • New Brilliant Brunette® Visibly Deeper™ In-Shower Treatment instantly darkens hair by up to 1 shade, locking in rich, cool brunette colour with dimension and shine. The semi-permanent formula can also be used to refresh fading brunette hues. Use it after shampooing, once or twice a week.
For both brunette in-shower treatments, the John Frieda® hair care experts are introducing complementary shampoos and conditioners.

  • New Brilliant Brunette® Visibly Deeper™ Shampoo and Conditioner ($9.99 each) gradually infuses cool tones to keep brunette shades fresher, longer.

  • Conversely, the new Visibly Brighter™ Shampoo and Conditioner ($9.99 each) gradually brighten & illuminate glowing brunette tones for a natural looking, sun-kissed glow.

  • At the same time, the brand is launching an entirely new product, Root Blur™. In four palettes, it’s a temporary root cover-up that lets you blend your ideal colour match to disguise dark roots or grey regrowth instantly and seamlessly.

  • And – under the brand’s legendary Frizz Ease® banner – it’s also reintroducing Dream Curls® Air-Dry Waves Styling Foam, an innovative air dry styler that gives you beautifully defined, touchable waves without a hint of crunchiness.
These great innovations will be available, starting today, online through a pre-sale event on target.com. So if you want to customize and perfect your colour without waiting for your next salon session, or finally nail the perfect curly look with ease, click to it.

Kao USA Inc. is a leading manufacturer of premium beauty care brands that are recognized around the world for their innovation and quality. The Kao USA Inc. portfolio includes Ban® antiperspirant deodorants and Total Refresh® Cooling Body Cloths; Jergens® and Curel® hand and body lotions; Biore® facial care; John Frieda® Frizz-Ease®, Luxurious Volume®, Sheer Blonde®, Beach Blonde®, Brilliant Brunette®, Radiant Red® and Precision Foam Colour professional hair care products. Founded in 1882, Kao USA Inc. is a wholly owned subsidiary of Kao Corporation.

FOR MORE INFORMATION, PRODUCT IMAGES OR SAMPLES:
LAUREN DONNER/LINDSAY BOOS
TRACTENBERG & CO., 212.929.7979

John Frieda US

New @JohnFriedaUS products available exclusively at @Target! #JFrethinkcolour #MeandJohn