On October 8, John Frieda UK, together with its agency Linney, received the "Point of Purchase Advertising International" Gold Award in the category "Insights". They were awarded for their detailed shopper insight research, which was conducted to refresh its suite of POS trays to simplify the selection process for consumers navigating the category and compete for ‘share of eye’ with other leading haircare and beauty products. In the analysis, a targeted panel of 630 chose between multiple designs, producing an algorithm that collated eye-tracking analysis to determine each brand’s optimum POS concept.
The insights project resulted in an enhanced point of sale tray that better fit customer's needs and contributed to a growth rate of 4.8% for the sub brand Frizz Ease. UK retailer Superdrug praised the POS as “the best they had seen from John Frieda this year”.
The award is yet another proof point of Kao’s strong customer focus and commitment to continuous innovation and ongoing improvement. Understanding the needs of consumers and customers and developing products and brands with greater value is at the heart of Kao’s corporate values and lived
principles. With a focus on high-end beauty brands, Kao continues to build on its success investing in research and development, driving product innovation with a commitment to quality and safety.