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John Frieda prepares Frizz-Fighting Tour

Hair care product maker John Frieda has begun an experiential marketing campaign called the "Frizz-Ease Frizz-Fighting Tour." The promotion is being conducted by Newad of Toronto. This is the fifth year the agency has handled this initiative. The tour promotes John Frieda's Frizz-Ease product line. From July 20 to Aug. 3, promotional workers will set up salon stations in downtown Toronto, Montreal and Vancouver to distribute information and samples of the line's shampoo, conditioner, finishing creams and serum products. In addition, models in limousines and walking on red carpets will showcase various hairstyles. Salon-style events will also take place in various shopping malls, at which consumers will be able to consult with a professional stylist and have their hair styled in one of six ways. "Consumers will be treated to a positive John Frieda experience," said Anand Puran, Newad's director of experiential marketing for central Canada. "The frizz-fighters and pop-up salons are designed to offer consumers the opportunity to experience the products firsthand while offering an informative and engaging experience." John Frieda is a subsidiary of Kao Corporation.

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