John Frieda launches campaign with homelessness charity Crisis

John Frieda has launched a new campaign with Crisis to support those facing homelessness.

Crisis is a national charity for people experiencing homelessness in the UK. As the cost of living crisis deepens, the charity says the number of people at risk of homelessness is very likely to rise alongside the rising cost of bills and essentials such as food and household items, putting increasing strain on the vulnerable.

To offer its support, John Frieda is providing haircuts and styling services to Crisis members at its Skylight Centre in Shoreditch, London. As part of this, the brand is working with fashion photographer Leonie Blue to create a series of portraits that capture the "unique personalities and joy" of each individual.

From 3-23 October 2022, the brand is also making donation to Crisis for every John Frieda product purchased online at Boots.

Kathryn Hill, John Frieda Marketing Director, said: “The scale of homelessness in the UK is deeply concerning, and the mental impact on those experiencing homelessness cannot be underestimated. Through our ongoing partnership with Crisis we hope to be able play our small part in helping its members realise their potential, boost their confidence and feel more like themselves.”

Matt Downie, CEO of Crisis, said: “We are grateful to have the support of John Frieda and its customers, with the money raised from products sold going towards our services which help people facing homelessness rebuild their lives."