Even as Bristol-Myers Squibb Co. prepares to sell its Clairol hair-care business, Clairol breaks TV ads May 13 from Bcom3 Group's Kaplan Thaler Group
, New York, for a new hair-care brand, Renewal 5X. Ads break during the premiere of "Blonde," the CBS miniseries on Marilyn Monroe. Ads, promising "your best hair day ever", tout its five technologies to give hair "the strength it needs to be beautiful." Renewal is positioned squarely against Pantene, the category leader from Procter & Gamble Co., which, along with Japan's Kao Corp., is one of the final bidders for Clairol. "We're running business as usual," said Katherine Eklund, senior product manager. As part of what she termed a "major investment," Clairol also is running magazine ads starting in June books, distributing newspaper coupons May 13 and 20 million samples.