Violet Crush Launch

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Moving to digital first awareness

Business Challenge:

John Freida hair products were facing a significant decline in sales (-16% YOY). The challenge was to reverse this negative sales trend and reinvigorate the brand’s market presence. Violet Crush provided a new product launch and an opportunity to address the broader decline across the brand.


Our growth market for the business are digital natives. Digital first awareness and impact will drive brand loyalty and sales.


Our 12-week digital-first strategy encompassed display, YouTube, Catch-up TV, social & search. Violet Crush was the hero throughout the activity.

Increase in SKU
category sales
Reversal of
decline in total
brand sales
Brand household