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John Frieda Consumer Products | EMEA SAP Emarsys
Consumer Products
Born over three decades ago in a London salon, the John Frieda brand (part of the KAO corporation) was founded on a revolutionary idea; salon-caliber haircare products expertly tailored for specific hair concerns and transformational results.
#1 Most Popular Product in John Frieda catalog during ramp up 4X Incrementally More Contacts reached 88% Purchased Two or more products during ramp up
Headquarters United Kingdom
Products Hair care products
Web Site
johnfrieda.com
Business Challenges • Identifying Audiences • Driving Awareness • Increasing Conversion Rate • Refining Communications Customer Benefits
• With John Frieda’s marketing automation in place leading up to the retail launch of ULTRAfiller+, they saw a 4.2x conversion rate compared to their average CVR, a 1.6x click rate compared to their average CTR. • Through this multi-touch strategy, they were able to reach 4x their average amount of contacts. “Over 88% of users who purchased an ULTRAfiller+ product purchased 2 or more products within the line.” Lyla Holt, Global Digital Marketing Manager, Consumer Care, John Frieda.
“This launch not only had a huge impact on the success of the ULTRAfiller+ but also shaped how we go to market with NPD (New Product Development) in the future.”
Lyla Holt Global Digital Marketing Manager, Consumer Care John Frieda
Read the Success Story
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