John Frieda Gets to the Root of the Matter
POSTED April 1, 2010
By Alexander Patiño
John Frieda, one of the world’s leading voices in all things hair, has come up with so many new and exciting products that it’s hard to know where to
begin. At a luncheon held at the Garden View Room at the Standard Grill in New York City and headed by Harry Josh, John Frieda’s international creative
consultant, FashionQandA.com got a first glance at two product lines beauty mavens should have on their radar.
Frizz-Ease Smooth Start Shampoos and Conditioners and their new Root Awakening strength-restoring stylers set out to give the John Frieda customer
an education in restoration – it’s all about the preventative measures to sidestep any messy, damaged hair. Whether it’s John Frieda’s Frizz-Ease
Smooth Start line or their Root Awakening stylers, both product lines are about going straight to the “root” of the problem for most damaged or dry hair.
Using lipids and natural oils in a frizz-mending complex, Frizz-Ease Smooth Start shampoos and conditioners were designed to start combating frizz right
in the shower. These solutions penetrate the roots to infuse lipids in the hair while smoothing the cuticles of your scalp. The masterminds at John Frieda
didn’t stop at one overall Frizz-Ease solution. We’re all combating some sort of hair problem. That’s why they’ve come up with both a “hydrating” and a
“repairing” shampoo and conditioner for the John Frieda customer, utilizing natural olive oils to help provide added nourishment and moisture for extra-dry
hair and a vital silk protein for sealing split ends, boosting strength and reinforcing distressed strands for that tough, damaged hair in need of heavy repair.
“By the time hair is dry, it becomes much more difficult to tame frizz,” says Harry Josh. “When I’m on a shoot, I always
want to work with wet hair to optimize the effects of frizz-fighters. Smooth Start shampoos and conditioners are great
because they kick-start the fight against frizz in the shower, prepping soaking wet hair form the Frizz-Ease serums
that maintain frizz-free style.” Just ask one of Hollywood’s up and coming starlets, Amanda Seyfried, if it works or
not. Josh did her hair for this year’s 82nd Academy Awards. What was her prep work? She used the Smooth Start
shampoos and conditioners the night before and the event.
Frizz-Ease Smooth Start is a line worth nothing, but what John Frieda really wants you to take advantage of is their
new line of Root Awakening strength restoring stylers, shampoos and conditioners. So what secret weapons of
mass restoration have the John Frieda design team infused into their Strength Restoring Gel, Hair Spray and
Smoothing Lotion? Eucalyptus and panthenol. Translation? Hydration, hydration, hydration. With the use of effective
levels of natural eucalyptus, these products, including the shampoo and conditioner, feed the roots and hydrate the
scalp. The panthenol is the overall emollient of the scalp. It gets to the roots and moisturizes the scalp with a silky
effect. “When I work with strong, healthy hair, even the simplest styles have more vibrancy and polish,” says Josh. “I
love the new Root Awakening styling products because they deliver great hold and manageability. I use the
Smoothing Lotion as a prep step, and then scrunch hair with the gel to add definition for tousled waves or curls.”
Without a doubt, one of John Frieda’s most beloved brainchild is the restorative Smoothing Lotion. Formulated with
eucalyptus, this vitamin-enriched smoothing lotion provides manageability and style control for any look. It smoothes
as it strengthens, and as Josh suggested, one can even layer the gel and the smoothing lotion for an even greater
holding effect. In a great innovative turn, the Strength Restoring Hair Spray is what one can call “green aerosol.”
Working with their packaging design team of experts, the product designers were able to create a special kind of
small spray that gives way to a misty and light spray that functions like an aerosol, while being anything but that
chemically damaging anti-green contraption of years past.
John Frieda should be proud of what they’ve made here. They’re out to educate their customers about the
importance of nurture and restoration. The science and deliberation that went into creating these lines were years in
the making, and after testing the products out for ourselves, we can vouch for their quality and recommend them in