3.11 / JOHN FRIEDA® PRECISION FOAM COLOUR TO UNVEIL “THE DECISION” A SHORT FILM STARRING KATIE HOLMES
Katie Holmes stars in “The Decision,” a short film in support of the new John Frieda® Precision Foam Colour. Premiering on March 22nd at a red carpet event in New York City, the film offers a first look at John Frieda® Precision Foam Colour, an unprecedented at-home hair colour offering salon-precise coverage for flawless results.
“The Decision” is a vivid depiction of a universal experience with which nearly every woman can identify: Is cheating on your colourist really worth the risk?
Illuminating the anxiety and uncertainty behind at-home hair colour, “The Decision” tells the story of Joan Hudson (Katie Holmes), a high-profile actress who makes the choice to leave her colourist and colour her own hair.
Ultimately, Joan Hudson finds that John Frieda® Precision Foam Colour truly delivers the salon colour experience at home. With its full spectrum of 20 stylist-selected shades and foolproof foam texture, the unprecedented formula ensures effortless application and complete coverage for natural-looking, salon-quality results.
As an online exclusive, “The Decision” represents an innovative way to introduce the biggest launch in John Frieda® history. A series of online teasers have led up to the debut of the short film, dropping clues as to the identity of the film’s star (Katie Holmes) and the contents of her bag (John Frieda® Precision Foam Colour).
After premiering in NYC on March 22nd, the film will go live on www.facebook.com/whatsinthebag
WHO: John Frieda® Precision Foam Colour and Katie Holmes
WHAT: “The Decision” Premiere
WHEN: March 22, 2011
WHERE: Undisclosed location in NYC
Kao Brands Company is a leading manufacturer of premium beauty care brands that are recognized around the world for their innovation and quality. Kao Brands Company's portfolio includes Ban® antiperspirants; Jergens® and Curél® hand and body lotions; Bioré® facial care; John Frieda®, Frizz-Ease®, Root Awakening®, Luxurious Volume, Sheer Blonde®, Brilliant Brunette®, Radiant Red®, Full Repair™, Precision Foam Colour and Luminous Color Glaze® professional hair care. Founded in 1882, Kao Brands Company is a wholly owned subsidiary of Kao Corporation.
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