The campaign with “Daisy Jones & The Six” lets Clairol pair characters and imagery from the show with Clairol products and packaging. The campaign will also include a program where influencers show women how to get the look for each of the four key characters from the show featured in the campaign. Communications agency Praytell and Publicis Groupe media shop Zenith are handling the effort.
Nostalgia for long-established beauty products that are still relevant today has led to viral success on TikTok in recent years, such as with Estee Lauder’s Clinique last year. Pantel is hoping Clairol can get a similar boost.
Having a partnership with an original streaming series outside the actual show has benefits, including more control over how things play out. Clairol rival L’Oreal Paris, along with several other brands, appeared to be intentionally integrated into the first season of the series “Upload” on Amazon Prime in 2020—but in odd or unflattering ways. For example, one episode featured L’Oreal Paris gift bags given away as door prizes to attendees of a funeral. L’Oreal declined to comment at the time.
“I think for us, if you’re fitting a brand into a story that doesn’t make sense, consumers will notice it, and I don’t think it drives equity for either the brand or the show,” Pantel said. “I’m hoping the way we’ve done it and the way Amazon has allowed us to partner will still serve both sides.”
The show may be about a 45-year-old band, but the campaign around “Daisy & The Six” is aimed more at younger women using hair color for self-expression than older women using it to cover grey, Pantel said.