LOVING CARE GETS $20 MIL LAUNCH;CLAIROL PLACES SPECIAL EMPHASIS ON FIRST-TIMERS IN ITS CAMPAIGN FOR HAIR COLORS

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Bristol-Myers Squibb Co.'s Clairol will spend up to $20 million on marketing, beginning in June, to relaunch the Loving Care hair color brands.

Pitching them will be Jane Seymour, star of CBS' "Dr. Quinn, Medicine Woman."

The Loving Care makeover via J. Walter Thompson USA, New York, follows similar efforts behind both Nice 'N Easy and Ultress, and the introduction about a year ago of Natural Instincts, considered Clairol's most successful new product in 10 years.

Clairol has "become more adept at mining niche brands that appeal to a greater cross section of women," said industry consultant Allan Mottus.

TARGETING THE NEWLY GRAY

According to Bonnie Arffa, senior product manager on Loving Care, the relaunch is based on consumer research that showed by redoing packaging and making it easier for consumers-especially first-time hair color purchasers-to use the product and select the right shade, Clairol could attract a greater number of women who are just beginning to turn gray.

Boomers-along with teens, twenty- and thirtysomethings who are more willing to experiment with hair color-helped drive category sales up 8.6% to $965 million in 1995, according to Information Resources Inc.

RISK-FREE PROPOSITION

Loving Care TV and print ads stress "You have nothing to lose but the gray," since the product covers gray but doesn't change natural hair color. That essentially risk-free proposition will be driven home by the 45-year-old Ms. Seymour, a new mother of twins.

Clairol leads the U.S. hair color market with a 46.6% share. Cosmair's L'Oreal trails with 35.8%.

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