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John Frieda Hair Care is calling on the power of the Nader sisters in its new social-first campaign, Hot Hair Hotline.
The buzzy video series sees Brooks, the Sports Illustrated Swimsuit legend and former “Dancing With the Stars” contestant, solve her siblings’ urgent hair issues using John Frieda’s newly revamped hero products, including Frizz Ease and Sheer Blonde, featuring all-new packaging, updated formulas and a fresh scent.
According to Marissa Vallillo, director of marketing, this campaign signals the next chapter in the evolution of the household hair care brand. “This wasn’t about changing who John Frieda Hair Care is, it was about expressing our authority in a way that feels unmistakably modern. We’ve always been a performance brand rooted in expertise. The rebrand sharpens that point of view visually, sensorially and culturally, so it resonates with how consumers experience hair today,” she said.
Brooks Nader in the Hot Hair Hotline campaign.
TRAVYS OWEN
Launched in the 1990s, the Frizz Ease franchise has remained a bestseller for John Frieda, with unique innovations like its Extra-Strength Serum and Dream Curls Curl Defining Crème. Now, customers will be able to purchase its reformulated serum, leave-in conditioner, hairspray and touch-up crème in new purple and white packaging.
A side-by-side of the original and new Frizz Ease line.
The Go Blonder Lightening Shampoo will also be available in sleek yellow and white packaging with the trademark “John Frieda” banner around the top.
“The rebrand is a very intentional approach to modernizing the portfolio — from fewer, more effective ingredients to packaging that feels elevated and salon-inspired without losing the equity our consumer already trusts. Every decision was about clarity, performance and credibility,” Vallillo said.
The original Go Blonder shampoo next to the repackaged item.
To that end, tapping the Louisiana-born family — who famously shot to stardom last year with the debut of their Freeform reality series, “Love Thy Nader” — was a strategic move to reinforce the brand’s authority today. “The Nader Sisters embody the confidence and relatability we wanted to bring into this next chapter. Their dynamic feels real, their hair is iconic and their approach to beauty is solution-driven rather than aspirational in an unattainable way — which made them a natural fit for the brand,” Vallillo said.
The campaign partners each sister — Grace Ann, Mary Holland, Sarah Jane and Brooks — with a product and a problem. Grace Ann covers a curly mess, Mary Holland is the anti-frizz attack, Sarah Jane seeks the Secret Weapon and Brooks, the crisis manager, boasts the volume benefits of the dry texture shampoo. All four sisters agreed their product solved a hair challenge they’ve actually faced in the past, whether it be mastering a slick back or taming the wild beast that is post-shower curls.
“The Hot Hair Hotline campaign isn’t just about the products,” Mary Holland told WWD. “I would say it’s also about problem solving, education and overall empowerment, which is what what we’re all about.”
Having first been introduced to the brand when they were young, the Nader girls told WWD this partnership is nothing if not authentic. “We literally grew up watching our mom use John Frieda products. It’s a perfect fit,” Mary Holland said. “They’re not as much about trends and fads and going with whatever the hot thing is at that moment; it’s long-term solutions. And we can see that because our mom’s been using the same products since we were 10 years old. So, it’s something that we’ve just kind of always included in our family’s beauty routines.”
Brooks added: “It’s such a fond memory of ours. It’s just something that’s nostalgic to us, and so to be able to partner with them and shoot this amazing campaign and celebrate, it’s sort of a big full-circle, pinch-me moment.”
Of course, it wouldn’t be a Nader family affair without some drama. “If I’m being totally candid, there’s always some hair pulling in our family and some fights. So obviously, we were so excited for this campaign and honored to work together, but you know, there’s always drama. I forget what it was that day, but I do remember some tears happening, but it was all about the hair, not the face,” Brooks said.
That said, Brooks and Sarah Jane are aligned when it comes to the “party girl” beauty trend — they’re both after the ratty and unruly, “cool-girl” hair.
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