John Frieda, ‘Riverdale’ star Camila Mendes debut collab

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After announcing none other than Veronica Lodge herself as the new face of its new campaign, John Frieda has officially released new content in its joint collaboration with actress Camila Mendes.

The first installment of the Your Hair Talks, Make a Statement campaign released on the company's website, features a video alongside a Q&A where Mendes discusses her hair struggles and future career aspirations.

“I've been using John Frieda Frizz Ease since I was in fifth grade — it's a must-have in my beauty routine and integral in creating the hair look I'm trying to achieve, regardless of the style," Mendes said. “I'm excited to share my personal hair journey with the Your Hair Talks, Make a Statement community and celebrate hair as a form of expression.”

Mendes will continue creating exclusive content for the Kao USA-owned brand, and host several events and social activations throughout the year. Additionally, the actress will release her must-have John Frieda products through Amazon — where they will be available for purchase — in late June.

“We have really loved working with Camila for our Your Hair Talks, Make a Statement campaign," Heather Warnke, director of marketing at Kao USA, said. "She has a wonderful hair story that we have been lucky enough to capture and watch come to life on film. We're very excited to share it with everyone!”