Targeting frizzy hair brought on by warm and humid summer weather, John Freida has launched a new marketing campaign for its Frizz-Ease brand, drilling into the trend for micro-segmented hair care products. The brand, which is owned by Japanese personal care giant Kao, has chosen to launch the marketing campaign for the brand in the US despite the increasing number of industry experts pointing to the fact that the micro-segmentation is confusing consumers, who are now looking for simpler and clearly defined hair care ranges. The Frizz-Ease brand name has been riding the wave of micro-segmentation for around ten years now, but despite the backlash against it, the company is fighting back with its latest campaign, in the belief that women are lstill ooking for niche hair care solutions that tackle the age old problem of hair control. "When temperatures and humidity soar, women should change their hair care regime," said Howard Barr, Canadian Creative Consultant for John Frieda Professional Hair Care. "Whether curly or straight, with the right products and techniques, women can achieve desirable hair even in the hot and hazy months of summer," he added. Previously the Frizz-Ease brand was marketed by targeting the control of unmanageable hair, but now the line is also being marketed as a seasonal product on the basis that it can help to control the hair during the summer months. The brand marketers point out that frizzy hair is caused because it is either dehyrdrated or the cuticle is unsealed, causing the hair cuticle to become raised and making it appear less smooth overall. They claim that Curl Around and Straight Forward conditioning products, depending on whether the desired look is curly or straight hair, and in turn helping to give it a smoother, healthier looking appearance. The line also contains Thermal Protection Serum, a silicone-based styling agent, and DownPlay, which is said to help avoid the puffy, or triangular look. Niche hair care brands such as Frizz-Ease are having to fight back in the face of what many experts say is a backlash to the microsegmentation that has characterized the hair care segment for the past several years. In response, many hair care lines have rebranded, emphasizing simpler and more natural-looking packaging and packaging design, complemented by more straight forward product lines. One example of this was the Procter & Gamble's Pantene brand being relaunched with a Classic Care range, simply designed to keep normal hair healthy and strong.