Rejuvenating Clairol

Banner ads excited women to do something naughty or brave drove to the website where they could see the colour shade name that inspired the brave act.

A brave game where women invited other women to comment on their hair shade.

Print and point of sale emphasised the array of possibilities to be a little braver.

Print was designed to make Clairol look more aspirational and stylish. This campaign ran in Vogue, Marie-Claire, etc.

Description

Women who used Nice’n easy were old and downmarket. The brand needed to revitalise without alienating its core market. We unearthed a powerful insight: all women get a huge confidence boost when they colour their hair because it is the biggest, quickest beauty transformation you can make. Our core market were very unconfident and nice’n easy’s huge range of natural shades really enables them to get a subtle boost both to hair colour and confidence.

The Be A Shade Braver integrated media campaign rolled out over many markets and Clairol is now one of the fastest growing brands at P&G. I led the creative, along with my Art Director, through a long process of focus groups, ORS, Next ideas and P&G meetings.

Role

Creative Director