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Bristol-Myers Squibb Co.'s Clairol division is shifting more haircare business to Foote, Cone & Belding, New York.

FCB picked up the $20 million to $30 million Ultress account in a creative duel with another Clairol roster shop, Kaplan Thaler Group.

Clairol is planning a big ad push behind a reformulated blend of Ultress in the fall. The new product will include an adjustable color formula.

Jeff Tarakajian, president of FCB's New York office, said Ultress will be one of Clairol's focuses for the remainder of 1999.

The brand is the last to be assigned since Clairol split with WPP Group's Intuition Group in February. The move put about $40 million in advertising and six haircare brands up for grabs.

A week later, four of those lines -- Glints, Lasting Color, Loving Care and Revitalique -- were awarded to Kaplan Thaler. One brand, Natural Instinct, was given to FCB, while Ultress remained unassigned.


Over the past few weeks, Clairol pitted FCB and Kaplan against each other for the relaunch of Ultress, with its boosted budget.

For FCB, this is the fourth Clairol hair product it's won in just more than a year. In addition to Natural Instinct, the agency already handles Hydrience and Infusium.

Renowned FCB copywriter Shirley Polykoff created the "Does she or doesn't she?" Clairol campaign in the mid-1950s. The campaign won acclaim for helping to move hair coloring into the mainstream. By the time Ms. Polykoff left the business in the '70s, the number of women dying their hair had risen from 7% to more than 50%.

FCB Direct and TN Media, siblings under parent True North Communications, handle all direct response media planning and broadcast buying for Bristol-Myers.

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