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Article: Kao's Frieda completes hair care trilogy.(John Frieda )
- Article from:
- Cosmetics International
- Article date:
- January 28, 2005
CopyrightCOPYRIGHT 2005 Communications International Group. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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John Frieda (Kao Brands Europe) is extending its colour expertise to a new line of hair care products specifically targeting redheads.
Radiant Red follows in the footsteps of Sheer Blonde (1998), Beach Blonde (2001) and Brilliant Brunette (2004). While a significantly smaller target market--only 11 per cent of the UK population is classified 'redhead' while blondes account for 27 per cent and brunettes 40 per cent the opportunity lies in the fact that an impressive 85 per cent of redheads dye their hair regularly to enhance their colour.
According to the company red dyes fade very quickly, being sensitive to both light and water and so the new range ...