The Procter & Gamble Co., Cincinnati, is starting a massive ad campaign to support the Clairol hair care brand it acquired from Bristol-Myers Squibb Co. last November. P&G cited strong sales of its Clairol products as one reason why its profits exceeded expectations for the fourth quarter. Clairol, second only to industry leader L’Oréal, controls 39% of the U.S. hair coloring market, according to the AC Nielsen. L’Oréal controls 50%.
Aimed at graying baby boomers, P&G will revive Clairol’s decades-old questions: “Do blondes have more fun?” and “Does she or doesn’t she?” Ads will also urge women to put “more life in your color and more color in your life.”