Clairol Professional is looking to the classics for the launch of the brand’s new permanent hair color collection, Clairol Professional Classic Collection. Due in August, the line includes 16 permanent liquid shades inspired by the original Miss Clairol tones, first introduced in the U.S. in 1956. While the new line is meant as an homage to the past, the range is formulated with modern hair coloring technology.
“Clairol Professional has been around in the U.S. almost 80 years,” said Reuben Carranza, chief executive officer of Wella North America, the Salon Professional Division of Procter & Gamble, which purchased the Clairol business in 2001. “Inspired by that heritage, Clairol [Professional] developed a palette of colors most requested in the salons. We were hearing from salon clients looking for the color palettes that were part of the original line and so we wanted to bring back some of those older bestsellers.”
Though the Classic Collection shades are the same as those from the Fifties, they are created with an updated technology meant to improve hair health. The liquid colors are formulated with a proprietary complex meant to deliver reflective shine, deep conditioning, multidimensional results and a rich, long-lasting color (four to six weeks, according to the company). “[The brand] is really focusing on trying to maintain the classic positioning of Clairol Professional while bringing technology in the application, usage and post-coloring experience,” explained Carranza.
The range of tonal colors is designed to offer true-to-tone neutrals, green-based brass-busting ashes, soft gold neutral shades, gray coverage and even saturation from root to tips. “We wanted to make sure we had a palette of colors essential in the salon,” said Carranza. “While these 16 [shades] are part of the classic collection of Clairol [Professional], they are also the most commonly used in salons.”
Carranza added that the brand is targeting salon professionals and stylists who miss the tonal results of the old Miss Clairol collection, as well as beauty-savvy consumers who usually get their hair color done professionally and can now have the classic salon shades in their home.
In order to appeal to the classic Miss Clairol enthusiasts, the brand has chosen to return to “romantic” shade names such as Moonhaze and Spring Honey. Additionally, the visual advertising campaign for the collection will use vintage and modern styled versions of the same model to speak to the brand’s modern take on its long color heritage.
The collection will be available at more than 3,800 Sally Beauty Supply doors and at an additional 10,000 beauty supply stores in the U.S. and Canada. The permanent hair colors will retail between $3.99 and $4.49, depending on the retailer and the shade. Although the brand would not discuss numbers of any kind, insiders believe the line could generate up to $1 million in its first year.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty