By  on January 7, 2019

Clairol is putting effort behind a reformulated version of its Natural Instincts Demi-Permanent Hair Color that is cleaner and greener in hopes to turn category sales back to black.

At-home hair color sales have been in a slump for several years. The category continues to produce lethargic sales, down almost 2 percent for the 52-week period ended Dec. 2, as tracked by IRI. Natural Instincts, for that same period, declined 8 percent. Compounding the issue — consumers are putting ingredients under the microscope, a perplexing issue for hair color where a certain level of chemicals had been useful in effective coverage.

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