Press Releases

02.09 / Wake Up To A Root Revolution Introducing Root Awakening® From The John Frieda® Collection

THINK: Awaken healthy hair starting at the rots.

WHAT IT IS: A wakeup call for healthy hair beyond your expectations. From combating frizz to bringing out the best in color, the John Frieda® Collection has always identified the root of hair care issues to find targeted solutions. Drawing on the John Frieda® Collection's legendary salon heritage and unrivalled technological innovation, the brand has trail-blazed the next generation of hair care with a revolutionary approach to caring for your hair by starting at the roots. Introducing Root Awakening®...a new line of products with unprecedented formulas that harness the power of natural Eucalyptus to take hair health to the next level.

With the visionary foresight that typifies the brand, the John Frieda® Collection is rethinking hair care as an ongoing process to improve visible hair health. By going right to the source and infusing hair with nourishing ingredients from roots to ends, the new collection promotes healthier-looking, more resilient hair that continues to improve with each use. The gentle yet effective formulas are safe for color-treated hair, making the Root Awakening® line a healthy choice for all hair types.

Root Awakening® products feed the roots and hydrate the scalp for visibly healthier, stronger hair with greater shine, bounce and manageability. Formulated with effective levels of natural Eucalyptus, each product in the comprehensive line invigorates the scalp to awaken 3x healthier hair starting at the roots*. The formulas purify and nourish the roots and scalp to promote healthier-looking growth and instantly foster noticeably more resilient, radiant hair. The tingling sensation and energizing scent of the products create a multi-sensorial experience that lets you know the formulas are working at the root to promote healthier looking hair.

The Root Awakening® line harnesses natural ingredients to nurture the roots and scalp in four unique ways:

PURIFY: With natural Eucalyptus and an exfoliant derived from Willow Tree Bark, these formulas remove impurities at the root and scalp, creating a foundation for strong healthy looking growth.

STIMULATE: With natural Eucalyptus and invigorating peppermint oil, these formulas stimulate the scalp with a cool, tingling sensation. Scalp massage encourages circulation to "wake up" healthier-looking new growth.

FEED: Once purified, these formulas with natural Eucalyptus and vitamins feed your roots for renewed strength, bounce and manageability.

NOURISH: With natural Eucalyptus and essential oils, these formulas replenish moisture from roots to ends, at the level that's right for your hair.

FROM THE EXPERT: "No matter what your hair type, an infusion of the right nutrients at the roots will promote healthier future growth," says Harry Josh, John Frieda® Collection Creative Consultant. "I love the Root Awakening® collection because the products actually improve visible hair health in the long-term while instantly nourishing and smoothing for increased manageability."

• Root Awakening® Health Infusing® Shampoo and Conditioner for normal hair – Formulated with nourishing vitamins, this health-boosting duo nurtures visible hair health by feeding the roots for bouncy, shiny, radiant hair.
• Root Awakening® Nourishing Moisture Shampoo and Conditioner for dry hair – Containing vitamin E and targeted conditioning agents, this shampoo and conditioner deeply hydrates and nourishes from roots to ends, restoring essential moisture for soft, silky hair.
• Root Awakening® Strength Restoring Shampoo and Conditioner for breakage-prone hair – Developed with panthenol, this restorative shampoo and conditioner set instantly fortifies and silkens from roots to ends to reduce breakage and foster visibly healthier hair.
• Root Awakening® Health Boosting® Detangling Spray for all hair types – This vitamin-enriched daily leave-in spray nourishes from roots to ends for healthier-looking growth, creating dramatically silkier, more manageable hair.

WHAT THEY COST: $6.49

WHERE TO FIND IT: Food, drug and mass retailers nationwide