CLAIROL FLEXES MUSCLE FOR RENEWAL 5X
Byline: Andrea M. Grossman
NEW YORK — In typical Clairol fashion, a mantra has been espoused to define the positioning of the beauty company’s newest hair care brand. The slogan “Strength is Beautiful” became the obvious choice for Renewal 5X.
“The message we want to get across,” said Katherine Eklund, Renewal 5X senior marketing manager, “is that our major new hair care trademark uses strength as its foundation.”
Indeed, Clairol sought out a message that would relay both a strength and beauty image for Renewal 5X, a 10 stockkeeping unit line of shampoo, conditioner and treatment. According to Paul Wallace, senior director for research and development, the Renewal 5X formula includes “a combination of five conditioning technologies that strengthens hair.” These technologies include plant-derived polymers, which Wallace noted add body to hair. Volatile and penetrating silicones are designed to protect hair at its weakest — when wet — and make hair stronger when dry. Short and long chain cationic conditioners aim to detangle and nourish hair cuticles, respectively.
Four shampoos correspond with four conditioners, which are designed for fine, normal, colored/permed and dry/damaged hair. Daily Nourishment Creme Leave-In Conditioner and Hydration Therapy Intensive Conditioner are also offered. Renewal 5X looks to target a broad base of women between the ages of 18 and 49 with a variety of hair types. In the works since 1997, Renewal 5X will compete against other opaque, conditioning brands, such as Procter & Gamble’s Pantene and Unilever’s ThermaSilk. Each Renewal 5X sku will retail for $4.99.
Clairol executives declined to comment on sales projections, but industry sources estimate Renewal 5X will generate as much as $85 million in sales its first year on shelves. Advertising and promotional support could reach as high as $65 million, these sources estimate.
A sampling program targeting between 20 million and 30 million possible consumers falls under Clairol’s promotional plan, added Eklund.
As with all products under the Clairol umbrella, an aroma designed to excite the senses was one of the most important components in formulating Renewal 5X. “We are very proud of the fragrance,” Wallace said, “which uses a technology that creates a live water lily fragrance.”
Apple-green shampoo bottles and metallic-gray conditioner containers aim to provide Renewal 5X with an upscale image. The bold colors also lend themselves to end-of-aisle displays featuring the “Strength is Beautiful” slogan.