John Frieda premieres short film to launch Precision Foam Colour
Katie Holmes on the red carpet
Katie Holmes in a scene from "The Decision"
NEW YORK, NY — To launch its new hair color, John Frieda wanted to do something truly innovative.
So for the biggest launch in the history of the company, they made the product—Precision Foam Colour—the star of a movie.
On Tuesday night, at a red carpet event at New York's Lavo nightclub, beauty editors, company executives and celebrities gathered for the premiere of "The Decision," a short film starring Katie Holmes and the hair color.
The tongue-in-cheek movie asks the question: Is cheating on your colorist worth the risk? Holmes plays Joan Hudson, a high-profile actress who makes the choice to leave her colorist and color her own hair. Ultimately, Hudson finds that John Frieda Precision Foam Colour truly delivers salon precise coverage at home.
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 and the contents of her bag (John Frieda Precision Foam Colour).
With its 20 stylist-selected shades and foolproof foam texture, the unprecedented formula ensures effortless application and complete coverage for natural-looking, salon-quality results. Earlier in the day, John Frieda creative color director Nicola Clarke demonstrated the ease of using the new hair color by applying the foam color to her own hair in front of a room full of beauty editors at Hudson Studios.
"Part of what traditionally sets salon color apart from at-home color is the quality of the shades," explained Clarke. "I worked with John Frieda hair care to create shades that closely reflect what I really use in the salon. There's a full range of natural, luminous colors for blondes, brunettes and redheads, giving women access to a caliber of color usually found in the salon."
John Frieda Precision Foam Colour
Watch "The Decision."