According to Textured Media, 60% of the global population has curls, coils or waves. Many misconceptions come to mind when it relates to hair products damaging curl patterns and hair. When it comes to at-home hair color, consumers call out different worries like dryness and excessive damage, only adding to the anxiety of experimenting with color. In a category like hair color, personalization and education are key. Consumers want to see brands actively participate within their communities and leverage experts who can effectively speak to their hair type.
This insight spurred Clairol to explore new areas to reach and speak to their consumers looking for advice and products for curly or textured hair. Clairol is connecting with consumers personally at Curlfest, one of the top hair festivals dedicated to celebrating curly hair and harnessing the energy of the natural hair movement, to showcase the latest color innovation and address barriers women with curly or textured hair experience when considering at-home hair color.
The partnership includes an on-site braid bar and consultations with Shirley Gordon and brand ambassadors to talk about the latest launch that’s catapulting Clairol into a new category: Color Crave Hair Makeup – washable hair makeup that lets you transform your look night after night, no matter the texture. The formula uses 3D microcrystals to create vibrant color and shimmer on all hair textures and colors in seconds, while maintaining healthy hair.