|
.
Her copy for Clairol built the hair-coloring industry. Considering copy to be
a "direct conversation with the
consumer," she suggestively asked in 1956, "Does she . . . or doesn't she? Only her hairdresser knows for sure,"
and "Is it true blondes have more fun?" Clairol sales increased by 413% in six years as more than 50% of U.S.
adult women began using hair color, up from 7%. A mom from Brooklyn with retail copy experience, she became
Foote, Cone & Belding's lone woman copywriter in 1955 and was assigned to Clairol because it was felt only she
would understand the product. Polykoff considered herself "just an articulate consumer in the client's offices."
|
All Rights Reserved © 1999 & 2005, Advertising Age
Crain Communications, Inc.
editor@AdAge.com
.
|
|
