NEW YORK — Clairol wants to touch up fading category sales by taking the risk out of at-home hair color. The Procter & Gamble division, which spent the last two years focusing squarely on color through its multimillion-dollar ad campaign,...
NEW YORK — Clairol wants to touch up fading category sales by taking the risk out of at-home hair color. The Procter & Gamble division, which spent the last two years focusing squarely on color through its multimillion-dollar ad campaign, “Colorwonderful,” is now broadening its message to emphasize hair health.
Nearly 60 percent of women color their hair, and nearly half of them would dye their tresses more often if they weren’t concerned about damage, according to P&G research. Of those who steer clear of color, 30 percent cite damage as their primary reason for abstaining.
“If we can take the risk out of at-home hair color, we can grow the category,” said Charlene Sawyers, director of marketing, North America, for Clairol Retail Haircolor. In the mass channel, hair color sales slid 5 percent in 2004 to $1 billion, according to Information Resources Inc.
In an attempt to bolster sales, Clairol has revisited three brands in its portfolio — including Nice ’n Easy, Hydrience and Herbal Essences — updating each to appeal to women’s universal desire for healthy, shiny locks (without gray strands). Guiding each of these changes, explained Sawyers, is the underlying theme of “color confidence,” an internal phrase used by the Clairol team. In the company’s view, the more confidence consumers have with at-home hair color, the more they will experiment, fueling demand for Clairol products.
Beginning this March, Nice ’n Easy boxes will include ColorSeal Gloss, a weekly treatment said to retain 20 percent more color over a six-week period. The silicone-based conditioner borrows “long-lasting color technology” — a resin that attaches to the hair fiber — from Max Factor’s Lipfinity. Nice ’n Easy will remain at its current price point of $6.99.
For consumers plagued by gray roots, Clairol is introducing Nice ’n Easy Root Touch-Up. The kit, which is designed to cover roots in 10 minutes no matter which brand of color you use, could potentially bring salon goers to the hair color aisle of chain drugstores. Root Touch-Up will make its debut in March for a suggested retail price of $6.99.
P&G has ramped up its cobranding efforts across its beauty and personal care brand portfolio, as evidenced by the recent introduction of Secret Platinum & Olay Conditioners, a deodorant featuring skin care technology. The influx of cobranded products will soon extend to the hair care category. This spring, Clairol will roll out Hydrience hair color with Pantene IntensivMoisture After-Color Therapy, a six-week supply of conditioner designed to moisturize newly colored hair to enhance shine. The new Hydrience product will sell for a suggested retail price of $7.99.Herbal Essences, now billed as Bold ’n Brilliant Color, will come out with its new makeover in March. The formula has been tweaked to include pure color extracts. Shade selections have been updated to 21 new bold hues, including eight blonding and highlighting options. Packaging, accented with a hologram logo, seeks to ease concerns about damage with phrases such as “permanent color that won’t trash your hair!”
Clairol also has added a six-week supply of conditioning treatment, called Continuous Conditioning Gloss, to the box; it is designed to impart 42 percent more shine. Sawyers explained the levels of conditioners in the after-color treatments are calibrated for each hair color. The revamped Herbal Essences hair color will sell for a suggested retail price of $9.99.
Advertising for the launches breaks in late March and includes print and TV efforts as well as ads on the Internet and direct marketing. Sawyers said Clairol will offer more point-of-sale promotions over the next year to 18 months.
Industry sources forecast these changes will pad Clairol’s brand sales by $35 million this year. For the 52-week period ended Dec. 26, Clairol brand sales totaled $318 million, according to IRI.
The brand updates follow last year’s revamp of Clairol Natural Instincts, the first makeover since the brand carved out the semipermanent category in 1994. Natural Instincts expanded its shade selection, emphasized its “less risk, more reward” positioning and tossed an after-color conditioning treatment into the box. The changes succeeded in reversing a sales decline and fueled double-digit growth. For the 52-week period ended Dec. 26, Natural Instincts sales rose 10 percent to $68.5 million, excluding Wal-Mart, while the brand had declined 4 percent in 2003, according to IRI. Factoring in Wal-Mart, industry sources estimate that over the last three-month period, dollar share has increased 15 percent on unit sales growth of 18 percent over the same period last year.
This year’s expanded effort intends to jump-start the beleaguered hair color category. The Baby Boomers who propelled category sales throughout the Nineties have become disenchanted with the lack of newness in the category, noted Sawyers. Under the leadership of A.G. Lafley, chief executive officer of P&G, the company has ramped up innovation across its beauty brands to ignite sales.
Breaking News: @louisvuitton's men's artistic director @mrkimjones is leaving the French fashion house after nearly 7 years. Jones joined Louis Vuitton in 2011, following a three year tenure as creative director of British luxury goods brand Alfred Dunhill. Jones is to exit Louis Vuitton after showing his fall 2018 collection for the brand in Paris on Thursday. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews