Kao Brands Canada does hair in clubland

To promote its John Frieda Frizz-Ease line, the beauty brand is seeking out women where they're most obsessed about their hair - out on the town.

Mississauga-based Kao Brands Canada, a subsidiary of Tokyo’s Kao Brands, is promoting its John Frieda Frizz-Ease hair care line with a series of promotions at nine clubs and lounges in Toronto. The ‘Glam Night Out’ program, which debuted last year, features John Frieda consultants in the venues’ women’s washrooms offering one-on-one hair consultations and product trials. New to this year’s campaign, consumers can have their photo taken in front of a custom branded backdrop and posted on Glamnightout.ca. The website also features a contest for an opportunity to win a VIP night out for eight people.

The promotion also features branded mirror decals in the washrooms and will be supported by OOH advertising in Toronto restaurants and bars as well as street teams in Montreal, Toronto and Vancouver handing out samples. NewAd is responsible for all aspects of the campaign’s on-site promotions and website development. The creative was done by New York’s Kirshenbaum Bond and Partners.

The campaign is targeting the female 19-to-49 demographic, with the bullseye being 25 to 28, according to John Frieda assistant brand manager Beth Witkowski.

‘It’s all about engaging fashion-forward females in environments that are really relevant to them, in this case being the resto-bar locations,’ says Witkowski. ‘The overall objective is to create awareness and trial of these products.’

The media planning was done in-house in cooperation with NewAd.