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John Frieda to stream live styling event

John Frieda is set to launch a live styling event later this week marking its biggest digitial marketing investment to date, according to Brand Republic.

Through Johnfrieda-live.co.uk, the haircare brand will stream a one-hour Live Haircare Academy on May 27 at 1pm (GMT). Consumers will be able to ask the salon experts questions throughout, while beauty bloggers will be in contact via webcam.

Caroline Wilding, product and digital marketing manager at parent company Kao Brands, said: “For our target market we know how important the digital space is in driving deeper relationships with our consumers.”

The event aims to reach 1.3m consumers through its campaign. It is being pushed via Facebook and Twitter, as well as print ads.

The concept was conceived by creative agency Brave. It is being overseen by PR company The Communications Store and digital agency Holler.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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