Brandgenuity has expanded its relationship with consumer goods manufacturer Kao, extending its scope to include the UK and Europe in licensing the John Frieda brand.
The company will be looking to extend the John Frieda brand into categories including electronic hair tools, non-electric hair tools and accessories, hair extensions and more.
The John Frieda brand was born in London and its vision reflects its salon heritage: delivering transformational products for salon-calibre results you can see and feel. With core success in serums, Frizz Ease Dream Curls and the Go Blonder range, John Frieda has a broad retail range across major retailers including Boots, Tesco, Amazon, Superdrug, Asda, Sainsbury’s, Waitrose, Rossman and Carrefour among others.
“We are thrilled to extend the John Frieda brand at its roots in the UK and across Europe through licensing,” commented Debbie Rix, vp at John Frieda AEMEA. “We appreciate Brandgenuity for their strategic thinking, nimbleness and collaborative team in the US and are excited to expand this same approach to key regions in Europe.”
Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter and @licensing_source on Instagram.
