Articles

Katie Holmes stars in promo film for Frieda

It is lights, camera, action again for Katie Holmes. It’s been awhile since we’ve seen Holmes on the cinematic front. Well fans, wait no more. After experimenting around with posing for ads for brands such as Ann Taylor, the star is dipping her toe back into showbiz, with a role as Jackie Kennedy Onassis slated in the “The Kennedys” miniseries (to debut on History Channel early 2011) and a promotional short film for John Frieda.

This short film, for John Frieda Professional Hair Care’s new at-home foam hair color line, will premiere tonight at Lavo nightclub in Manhattan, reported WWD. Titled “The Decision,” the short shows a famous actress, Joan Hudson (played by Holmes), deciding to discard her hairdresser and color her hair on her own, using, of course, Precision Foam Colour by John Frieda.

The several minute-long short film will look at the anxiety that accompanies dyeing hair in your own home. Combining story with promotion, the film will follow in the footsteps of short films by Lanvin for H&M and Chanel Coco Mademoiselle.

Foam hair color has been an increasing trend in the hair/beauty market, with Clairol, L’Oréal and Samy all releasing foam color merchandise this year. These products are particularly expected to perform well as troubled economic times continue and more and more women choose to supplement their visits to the salon with coloring at home.

Hosted by Elle’s creative director, Joe Zee, the event will be very high-brow, expecting celebrities Holmes, Mary Louise Parker, Alison Brie, Rose Byrne and several of the Real Housewives of New York to be in attendance, as well as Bill Gentner, president and chief executive officer of Kao Brands Company, which owns John Frieda Professional Hair Care.

Tagged in: hair, film, movie, katie holmes, lavo, frieda, foam, promo, hair color, john frieda, promotional, holmes,

Katie_Holmes_movie_image_1300835692.jpg

LadyLUX via John Frieda/The Hollywood Reporter

Related Articles