It’s So Me builds on this celebration of the at-home hair colorist, and further fosters Clairol’s decades-long commitment to empowering individuals to take their beauty ambitions into their own hands. As evidenced by trending videos on TikTok, DIY beauty has been elevated and more than ever, celebrated. 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. The all-new campaign taps into a recent evolution in the world of hair color. “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.” 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,” says Marlene Lotter, Global Senior Vice President of Wella Company’s Retail Hair Division. “Step by step, we have been remodeling our business to better serve today's consumer. 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 portfolio in 2020. 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. The first global campaign in more than five years, It’s So Me underscores the brand’s modernized strategy of connecting to individuals across a spectrum of ages and demographics. Clairol, the pioneer of at-home hair color, today announced a new global campaign, It’s So Me, featuring a collective of nine real women and creators, each bringing to life the Do-It-Yourself (DIY) expressive spirit of Clairol hair color.
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