John Frieda Frizz Ease movement encourages women to 'never pull back'

NEW YORK — With its newly relaunched John Frieda Frizz Ease collection, Kao USA has created a brand movement encouraging women to “never pull back.”



By visiting the new online resource NeverPullBack.com, women can learn how embracing the Frizz Ease brand frizz-free lifestyle lets them confidently wear their hair down every day. To encourage women to let loose their best self on a daily basis, Frizz Ease Hair Care professionals created a digital video, "A Girl's got to Be Free."



For more than 25 years, John Frieda Hair Care has provided frizz solutions for women, starting with the Hair Serum Original Formula and growing into an arsenal of more than 20 frizz-targeting formulas. Now, with the "Never Pull Back" movement, on top of providing frizz solutions, Frizz Ease products are helping all women internalize the full-confidence attitude that comes with knowing their hair always looks smooth, sleek and flawless.