The John Frieda Hair Collection didn’t have any new additions to its line of hair-care products in 2010, but it still needed to remain relevant and garner coverage among its competitors. To do so, it would need to be in the hair and beauty media consistently throughout the year and provide target media indluncers with a positive product experience. To this end, APEX developed a strategy that would see John Frieda engage beauty media on numerous fronts and at different times of the year, including a girls night out where brand managers could mingle with beauty media; one-on-one media briefings with John Frieda’s hairstylist to celebrities, Harry Josh; and, national ongoing media relations throughout the year.