John Frieda Appoints VCCP for Global Relaunch Campaign

John Frieda, part of Japanese beauty manufacturer Kao and one of the world’s most recognisable haircare brands, has appointed VCCP to lead the creative and strategic development of its 2026 global relaunch campaign following a competitive pitch.

VCCP will deliver a fully integrated, multi-channel campaign spanning AV, social, digital, retail, stills and messaging, with work set to launch globally in January 2026.

Born over three decades ago in a Mayfair salon, the John Frieda brand was built on the revolutionary idea of delivering salon-quality results tailored to individual hair needs. With breakthrough ranges like Frizz-Ease - launched in 1990 - and Sheer Blonde since 1998, the brand transformed everyday haircare with specific solutions across volume, colour care and frizz all deeply rooted in expertise and targeted innovation. As a cornerstone of Kao’s Consumer Care Business, John Frieda’s relaunch supports Kao’s strategic focus on strengthening the market position of its core brands while driving long-term growth for the John Frieda brand. Now, as it prepares to unveil new products, refreshed packaging and a bold new look, this partnership with VCCP marks a pivotal moment in breathing fresh creative life into a time-honoured heritage.

As the global challenger network for challenger brands, VCCP is built on the belief that the best work comes from challenging convention to create value. Its integrated model brings strategy, creative, media, digital, data and production together under one roof, enabling ideas that are distinctive, scalable and commercially effective. This approach has helped VCCP consistently transform the fortunes of the brands it works with and will underpin the partnership with John Frieda as it prepares for a major global relaunch.

Kathryn Hill, brand communications director John Frieda at Kao said, “We’re excited to be working with VCCP on the next chapter for John Frieda. Their strategic thinking and creative energy really stood out during the pitch, and the work we are developing together feels fresh, modern and true to the brand. We can’t wait to share it with our consumers around the world.”

​Pete Grenfell, COO at VCCP in London, added, “John Frieda is an iconic brand with a rich heritage, and we’re delighted to be partnering with them on this ambitious global relaunch. Our aim is to create enduring ideas that reassert John Frieda’s leadership in the category, building a platform that will connect with audiences everywhere.”

The campaign will be designed to flex and resonate across markets, helping John Frieda reintroduce its pioneering expertise and strengthen its presence worldwide.