John Frieda celebrates return of Beach Blonde line with hot NYC beach party

NEW YORK — John Frieda Hair Care, a Kao USA brand, recently hosted a hot indoor beach party at The Garage in frigid New York City to celebrate the return of its iconic Beach Blonde line.



Event creative director and quintessential California blonde Lauren Conrad hosted the exclusive cocktail party on Feb. 5, along with fellow beach blonde lover Lo Bosworth, and such top influencers as AnnaSophia Robb, Martha Hunt, Charlotte McKinney and Olivia Culpo.

For 10 years, fans have been clamoring for the return of the brand’s sea salt spray, which was discontinued in the early 2000s. Today, perfectly undone, beach-inspired looks have become a must-have, year-round style staple. So to once again empower fans with the prep and styler regimen, John Frieda introduced the revamped Beach Blonde collection at the exclusive event.



During the ultimate beach party guests were transported to a warm oasis as the intoxicating summery scent of the Beach Blonde collection immersed their senses. Attendees relaxed in boho-chic private cabanas complete with beach loungers and towels, while enjoying summer-themed cocktails and lobster rolls served from a food truck.



Attendees also enjoyed exclusive styling stations featuring the John Frieda Beach Blonde line, posed on the “red carpet” indoor boardwalk, and danced and played lawn games to the sounds of top DJ, Jilly Hendrix. A custom made sand sculpture served as backdrop, as guests posted photos using the #BeachBlonde hashtag, and uploaded GIFs of their new beachy hair styles from the custom photo booth.