03.26.23
A new global campaign will bring at-home hair color pioneer Clairol’s “Do-It-Yourself” spirit of hair color to life.
Featuring a collective of nine women and creators, the brand’s first global campaign in over five years underscores its modernized strategy of connecting to individuals across a spectrum of ages and demographics. Each woman featured represents a unique segment of the at-home color consumer, yet together are connected in a much larger community of color and beauty lovers who see their hair color as a choice, not a birthright, and a reflection of their true inner selves.
“It’s So Me” is the creative unveil for what has been a multi-year effort to transform Clairol for a new generation since the brand joined The Wella Company, a Happi Top 50 company, in 2020.
“Step by step, we have been remodeling our business to better serve today's consumer,” said Marlene Lotter, global senior vice president of Wella Company’s Retail Hair Division. “And while much of that transformation to-date has been happening behind the scenes, ‘It’s So Me’ is the first time our consumers will see this refresh in our masterbrand communications. We are pulling from the brand's storied past of breaking boundaries and modernizing our message and approach to encourage at home hair color enthusiasts to have fun with hair color on their journey of self-discovery.”
Celebrating the At-Home Hair Colorist
The all-new campaign taps into a recent evolution in the world of hair color. Whereas in the past hair color beauty was often equated to socio-economic status and expensive in-salon services, in recent years, there has been a shift toward a more inclusive and diverse definition of beautiful hair color. As evidenced by trending videos on TikTok, DIY beauty has been elevated and more than ever, celebrated.
From “Does She or Doesn’t She,” which championed the elimination of the hair coloring stigma many women faced in the 1950s and ‘60s, to partnering with Tracey Norman, the first black trans woman model, “It’s So Me” builds on Clairol’s trailblazing empowerment heritage.
The It’s So Me Collective
“It’s So Me” highlights the Clairol portfolio, including Nice’n Easy permanent hair color, which has been part of the brand’s product portfolio since the 1970s, along with new innovations for 2023. These include Natural Instincts Bold, Blonde It Up Crystal Glow Toners, and Root Touch Up Spray 2-in-1. The new products address gaps in the current market including the upkeep of color between salon appointments, blonde hair maintenance at home, and bolder shades for color explorers.
At the helm of “It’s So Me” is a new global cast, made up of moms, teachers, fashionistas, musicians, TV presenters and fitness coaches, all of whom embody the essence of Clairol and its history of celebrating women role models. Collectively, this group speaks to an audience of over seven million, according to the brand. The collective includes Gym Tan, a fashion influencer and mom and her daughter, Mya Miller; musician April Kae; online coach Cici Coleman; and broadcast journalist Stacey Dooley among others. The campaign will feature paid support across online video, social media, influencers, audio and TV advertising n the US, UK, Canada, Australia and New Zealand.
In the United States, Clairol recently announced a partnership with Amazon Prime Video for the new TV series “Daisy Jones & The Six,” based on the book by the same name, which features a host of envious hair looks consumers can recreate at home using Clairol shades. The partnership was chosen for its connection to Clairol’s trailblazing history and has been amplified via creative inspired by vintage '70s Clairol ads from the Daisy era, driven by paid media, alongside a robust influencer program and earned media.
The brand’s Amazon Prime partnership comes off the cuff of another culturally relevant partnership in the United Kingdom, where Clairol is the presenting sponsor of Channel 4’s hit show, "First Dates." The partnership celebrates the importance of finding a perfect match – be it in love or hair color, and features the well-known First Dates star Cici Coleman, who
continues to collaborate with the brand through the “It’s So Me” campaign.
Clairol’s website will also experience a makeover in celebration of the campaign. Serving as a new online hair coloring destination with a strong focus on education and inspiration, the new website will include at-home hair coloring how-to’s, trend-led content created with color experts and will launch across the US, UK, Canada, Australia, and New Zealand in the
weeks ahead.
Clairol’s refreshed website can be viewed here and on TikTok and Instagram on @clairolcolor.
