MATCH MADE BY JOHN FRIEDA
Winner
Excellent Brands
Beauty and Care
Details
“Match made by John Frieda” is the overarching platform uniting Couples by John Frieda and Friends by John Frieda. It shows how haircare strengthens personal connections. At its core are authentic moments of real couples and friends — moments shaped by closeness, trust and mutual support. These stories bring the transformative power of professional, salonquality haircare to life, expressed through confidence and identity. The platform connects individual strength with shared dynamics. In doing so, John Frieda shifts the focus beyond product performance to the relationships that truly connect people.
The Jury‘s Statement
In the haircare market, which often communicates in generic terms about care and beauty, John Frieda takes a clearly different approach with "MATCH MADE BY JOHN FRIEDA". The campaign links the performance promise with emotional relevance through the idea of matching, giving the brand a precise positioning. Authentic relationship imagery, episodic content, and consistent rollout across retail, social media, e commerce and PR make the approach broadly relatable. This results in brand communication that does not merely claim personalisation, but delivers it concretely in connection with different lived realities.
