John Frieda adds ‘Riverdale’ star to influencer campaign

Kao USA’s John Frieda Hair Care brand has added a new influencer to its Your Hair Talks, Make a Statement Campaign. Camila Mendes, who plays Veronica Lodge in the CW’s “Riverdale,” has joined the New York City-based brand’s campaign as an influencer.

She will work with the John Frieda team to create content that highlights her personal hair story and the role it’s played in her life, the company said. Mendes also will host events and social activations over the course of her yearlong partnership with the brand.

“My hair has always been a definitive part of my personal style, so I love being part of a campaign that celebrates hair as a form of expression,” Mendes, who has 7 million Instagram followers, said. “I'm excited to join Your Hair Talks, Make A Statement with so many other bold, inspired women."

Mendes has been a regular user of the brand’s Frizz Ease products since she discovered them in a magazine, the company said.

“Camila is confident and outspoken, which ties in perfectly to Your Hair Talks, Make a Statement,” said Heather Warnke, Kao USA director of marketing, said. “Her bold style and self-proclaimed lifelong passion for hair makes her an amazing addition to our campaign. We're very excited to have her share her journey and unique hair story.”

John Frieda is the second Kao USA brand with a “Riverdale” onboard as an influencer, with Madelaine Petsch, who plays Cheryl Blossom on the show, acting as brand ambassador for the Cincinnati, Ohio-based company’s Bioré skin care brand.