Clairol focuses on empowerment with Color of Confidence campaign

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Clairol focuses on empowerment with Color of Confidence campaign

By Gisselle Gaitan - 03/14/2018
Clairol is taking its mission of building confidence and fearlessness in women by unveiling the Color of Confidence campaign and the #ColorFearlessly movement.

Alongside the campaign, the New York City-based beauty brand also is relaunching its iconic Nice’n Easy line and addressing the fears around coloring hair at home. The company said it wants to empower women to take control and make a positive change for themselves, which is why they invited 100 women to try out the Nice’n Easy Color Care to see how coloring affected their confidence.

“Taking the fear out of coloring liberates women to express themselves in new ways. We heard from women who colored they’re now more comfortable speaking out, going after their dreams and overwhelmingly feel more positive about their appearance,” Rosi Ajjam, senior vice president of retail hair at Coty, and the architect of Clairol’s recent redesign said. “Beauty today is all about celebrating what you love about your look, but women are still hesitant to try at-home color because of real concerns about damage, allergies and unnatural results. By allowing women to color fearlessly we’re taking away barriers and opening up a new world of transformation and self-expression.”

Clairol’s color experts spoke with one-on-one with each woman about hair color history, lifestyle and personal style to offer a personalized color recommendation. After coloring with Nice’n Easy, each woman shared her reaction to the new color and the recorded immediate confidence boost changed her mindset, the company said. A survey was then conducted, which found:

  • 85% of women said they felt more confident after coloring, and 97% said they’d do it again.

  • After coloring their hair with Nice ‘N Easy, 70% said they felt ready for anything.

After coloring their hair, women surveyed were very likely to:

  • Be more confident at work (77%)

  • Speak up confidently in a meeting (65%)

  • Be themselves (89%)

  • Take on any challenge (70%)

The campaign will feature women from a variety of backgrounds, professions and lifestyles, Clairol said. The #ColorFearlessly movement begins with the launch of Clairol’s Fearless Femmes, which consists of a diverse group of influencers — Sarah Tripp, Bethany Ciotola and Miki Ash — who are bringing along their followers on their personal hair journeys.

Clairol will be expanding the Fearless Femmes in spring, to feature more women with different hair types, lifestyles and passions.

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