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NEW YORK John Frieda has a problem. The premium hair-care product maker believes its competitors have mirrored its innovations to the point where a brand revival is needed via a TV and print push from Kirshenbaum Bond + Partners.
The tagline is, “The beauty of invention,” and the company spends about $70 million annually on ads, per Nielsen Monitor-Plus.
“A lot of innovations Frieda has done have been duplicated,” said Brigitte King, vp, global marketing, Kao Brands, which acquired Frieda in 2003.
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