John Frieda has launched its first hair colour line, John Frieda Precision Foam Colour, with a national cross-platform campaign.

With media by Gaggi Media and creative from Dare, the campaign will run in print titles including Chatelaine, Flare and the French version of LouLou, with a commercial in English and French running on specialty TV channels, and digital spots running on sites including Canoe and LouLou in French, as well as across The Glam Network and Olive Media, Kelly Dutton, VP account director and partner at Gaggi Media, tells MiC.

The digital component will include what the brand is calling “Salon Shock” spots, where stylists including Montreal coiffeur Alain Larivée coloured the hair of regular clients and then presented them with a bill for $14.99, because he had used the John Frieda colour, says Dutton.

Launching earlier this week and running until the end of the year with heavier buys in the spring and fall, the campaign is targeting fashion-forward women aged 25 to 54.

“The demo has a heavy readership of the female magazines, and there is a great selection to work with in Canadian,” says Dutton. “The TV ads add a layer of sight and sound to the product and then the digital allows us to get as close to the target as possible.”