John Frieda Precision Foam Colour

Wed, 23 May 2012 00:00:00 -0400
Effie Awards

In 2011, John Frieda launched Precision Foam Colour, its first-ever home hair color. The marketplace had historically been a duopoly ruled by industry giants L’Oréal and Clairol and research showed that women were reluctant to try new brands. Despite these obstacles, PFC set out to become the #1 foam based on market share and trial data.