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.
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