Beauty is for all
A new advertising campaign for hair care products does justice to the multicultural country of the USA
A new advertising campaign for hair care products does justice to the multicultural country of the USABy Thérèse BalduzziBeauty comes in a wide variety of colors and shapes. The idea of an ideal of beauty that all women must emulate is passé. This is the essence of the new Clairol campaign in the USA, with which the hair products brand wants to reposition itself.
The brand campaign with the slogan "A Beauty all your own" appeals to women's modern self-confidence, in which fashion dictates no longer have any place. The nine-page print ad, published in women's magazines such as Vogue and "O" (Oprah), first addresses the individual reader: "You have an amazing kind of Beauty..." is written in handwriting on a gray page with a white bar. A fingerprint on the lower right corner, exactly where the reader will touch the page to turn it, supports the idea of individuality.
On the next double page appears a group picture of eleven women. No supermodels, but attractive women of various ages with different skin and hair colors. Of the four blondes, one is African-American, another is of more mature age. A young Asian woman with a black leather jacket has dyed her hair dark blue.
Character colors from the
Tip to the crown
The next three double-page spreads are each followed by three short portraits of a blonde, a redhead, and an African-American woman with red hair as well. In the top corner of each are the models' names, their Clairol hair colors, and some of their preferences such as writers, hobbies, pets, and cars. Across the page, a quote from the model is placed in each case: "My ex-boyfriend calls it Whiplash Blonde," it says of the blonde, for example. The information and the quote also appear in handwriting. At the bottom of the page are the individual products that are responsible for the hair color.
Although individual Clairol products are mentioned, separate campaigns will run for the various hair color lines, also with the tagline "A Beauty all your own". The ad was designed by FCB Worldwide in New York. Corresponding TV commercials are planned for the current year.
Twelve product lines
overshadowed the brand
The brand campaign is Clairol's first and was created after the brand lost its top position in America to L'Oréal last year. The company also realized that the campaigns for its now twelve product lines were overshadowing the brand itself. The campaign also features the Clairol hotline number and website address.
The campaign responds to research that found that women have recently come to understand the concept of beauty much more broadly and are no longer willing to accept a narrow definition that is unattainable for the majority. Attitudes toward aging have also changed. However, the new communication approach not only reflects a new awareness, but also does more justice to the American multicultural reality.
The brand campaign with the slogan "A Beauty all your own" appeals to women's modern self-confidence, in which fashion dictates no longer have any place. The nine-page print ad, published in women's magazines such as Vogue and "O" (Oprah), first addresses the individual reader: "You have an amazing kind of Beauty..." is written in handwriting on a gray page with a white bar. A fingerprint on the lower right corner, exactly where the reader will touch the page to turn it, supports the idea of individuality.
On the next double page appears a group picture of eleven women. No supermodels, but attractive women of various ages with different skin and hair colors. Of the four blondes, one is African-American, another is of more mature age. A young Asian woman with a black leather jacket has dyed her hair dark blue.
Character colors from the
Tip to the crown
The next three double-page spreads are each followed by three short portraits of a blonde, a redhead, and an African-American woman with red hair as well. In the top corner of each are the models' names, their Clairol hair colors, and some of their preferences such as writers, hobbies, pets, and cars. Across the page, a quote from the model is placed in each case: "My ex-boyfriend calls it Whiplash Blonde," it says of the blonde, for example. The information and the quote also appear in handwriting. At the bottom of the page are the individual products that are responsible for the hair color.
Although individual Clairol products are mentioned, separate campaigns will run for the various hair color lines, also with the tagline "A Beauty all your own". The ad was designed by FCB Worldwide in New York. Corresponding TV commercials are planned for the current year.
Twelve product lines
overshadowed the brand
The brand campaign is Clairol's first and was created after the brand lost its top position in America to L'Oréal last year. The company also realized that the campaigns for its now twelve product lines were overshadowing the brand itself. The campaign also features the Clairol hotline number and website address.
The campaign responds to research that found that women have recently come to understand the concept of beauty much more broadly and are no longer willing to accept a narrow definition that is unattainable for the majority. Attitudes toward aging have also changed. However, the new communication approach not only reflects a new awareness, but also does more justice to the American multicultural reality.
