Nice&Easy Urges Women to Rethink Hair Color

This article was published in Ad week on March 6, 2008.  P&G brand comes up with 10 reasons in campaign by Grey. What would it take to get you to change your hair color? Procter & Gamble's Perfect 10 by Clairol's Nice & Easy, which arrived on store shelves earlier this month, has 10 reasons it thinks women should rethink their hair color. The integrated campaign from Grey, New York, launches on Sunday with a mix of four 15- and 30-second television spots, print, in-store and interactive. 

In the 30-second "Saturday," a variety of reasons are given for why women should change their hair color, including No. 2: "You don't want to ruin your hair or your Saturday" as a woman is shown being annoyed at applying some other hair product instead of frolicking at the beach with her daughter. One of Nice & Easy's chief selling points is that it only takes 10 minutes to apply. TV will be seen on channels such as Lifetime, the Food Network and Oxygen. The Brand manager of Nice & Easy, Stamford. Conn. said "Our consumers are women who put a value on time, but they also want to invest in themselves,". "We don't want them to forget about themselves." On the perfectcolorin10.com Web site, 10 reasons to use Clairol Nice & Easy are spelled out against the backdrop of a model displaying presumably recently dyed hair. No. 1: "You wish the color was endless, not the process."

Print, which will run in periodicals such as Allure, Good Housekeeping and Vogue, depicts women with luxurious hair and reasons why they might change their hair color. "Our aim is to change the game in hair color -- from the quality of the footage of hair shown to the look of models used. In this case they are aspirational," said Kathleen O'Brien, cd, Grey, New York. Clairol is a premium brand that competes against the likes of L'Oreal and Revlon. As the U.S. economy wilts, the company said that it was not worried about consumers seeking less expensive brands. "What you do see in an economic downturn is that people do turn away from salon products," said Jeffreys(the brand manager). That does not happen to Clairol because "our value equation is very strong," he said. 

In my thought, it is  a fresh and interesting idea of campaign. It is definitely different from the ads of hair color products in the past. The reasons the created would targets to change their mind or thought and become interested in dying their hairs. Costumers would be boarded of ads showing a good visuality of good and shiny hair and the telling them the detail facts and reasons of it verbally  should be fresh and good approach for the targets. i also think it is a very good strategy that they mention about Saturday for the reasons. It is an idea that can narrow and reach their target in the way the want. This campaign may be good result through. I also very agree with what the brand manager said about the brand status on the economy wilts. Quality and the brand value equation has been developed very strong and it would get stronger by this campaign.