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.
Supermodel @helenachristensen teamed up with longtime friend and designer @camillastaerk on a joint @paredeyewear collaboration. The lineup features three styles and 11 offerings, all of which embody a vintage feel. Get all the details on how they celebrated the collab on WWD.com. #wwdaccessories #wwdeye (📷: @slovekinpics)
“It’s a hard industry to keep motivated, as well, so finding different subjects and people is what makes it worth it – when you’re like, oh, I’ve met great people, I feel like I’ve done something good, and I feel proud of having done this,” said French actress Stacy Martin on being grateful for the variety of roles she’s take on. Read @ktauer’s full interview with Martin on her her latest film “Godard Mon Amour.” #wwdeye (📷: @danieldorsa)
After showing in front of the Eiffel Tower for his last two women’s ready-to-wear collection, it looks like @anthonyvaccarello may be heading to the Big Apple. Sources say the designer will stage his next @ysl show in NYC on June 6. Get all the details on WWD.com. #wwdnews #wwdfashion (📷: @aitorrosasphoto)
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
@theluxurycollection is officially launching a collection, tapping Sofia Sanchez de Betak for the capsule. Over 30 styles will be featured in the Chufy x The Luxury Collection, debuting next month at Bergdorf Goodman, The Webster, FiveStory and more. De Betak, known as “@chufy,” drew inspiration for the collection from her trips to Japan in the past year #wwdfashion
@lhd, founder and CEO of @thewebster, has teamed up with @lebonmarcherivegauche for the European launch of her ready-to-wear line, LHD. The launch will come with an exclusive pop-up opening today that’s set to run through May 20. Located on the second floor, it carries her debut Miami-themed resort collection, launched in November as see-now-buy-now. #wwdfashion