By  on January 18, 2018

Coty has a blueprint to revive sales in the dull at-home hair color market. First up is the reboot of Nice ‘n Easy, the biggest update in the brand’s 60-plus year history.

Nice ‘n Easy, which Coty acquired from Procter & Gamble in 2016, is the largest hair color in the company’s stable. Its sales, however, declined 10 percent in the most recent 52-week period, ended Dec. 3, tracked in multiunit doors by IRI to $90 million. To reverse that trend, Coty is transforming at-home hair color into a spa experience rather than a budgetary choice or a nagging chore. Retailers said that’s been accomplished, they feel, by removing the biggest barriers to box choices, namely fear of damage, smell and messy formulas. Many contacted by WWD expect to see Nice ‘n Easy sales expand by at least 25 percent with the new effort.

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