John Frieda set for launch

Kao Brands is bringing a range of John Frieda shampoos and conditioners to the GCC.

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By  Roger Field Published  May 9, 2006

Kao Brands, a manufacturer of beauty care products, is launching a range of shampoos and conditioners in the GCC under its John Frieda brand. The launch, which includes shampoos and conditioners in the Brilliant Brunette range, is being backed by a marketing campaign that will include advertising, sampling and a public relations exercise. The decision to market the brand in the GCC follows market research that indicates there is a niche for the products in the region, according to Magda Malkoun, sales and marketing analyst, Kao Brands. “Every decision for a launch is based on research and market analysis so we have done a lot of this,” she told Retail News Middle East. “The brand is targeting a niche market, although there is potential in the GCC for the Brilliant Brunette shampoos and conditioners.” The products differ from other shampoos and conditioners on the market by being aimed specifically at women with brown hair. They are also aimed at the higher end of the market. “The shampoo, conditioners and stylers are specially dedicated for brunettes – light shades of brown to brown and black hair,” Malkoun said. “More than 80% of women have these colours of hair so this also justifies the launch and the potential of the market. “We believe it will be successful. Consumer research showed very positive feedback from consumers and they showed very high excitement about the brands and products, especially the shine effect that the shampoos give,” Malkoun added. While the Brilliant Brunette range is initially being promoted through a marketing campaign using PR and samplings, Malkoum said that print and television advertising are likely to be used later in the year. "We are considering different media such as TV and print for the different developmental phases of the brand."

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