Clairol builds strong hair care sales

Drug Store News,  Nov 19, 2001  

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Clairol's Renewal 5X has helped make consumers' hair five times stronger. But, it has also helped make retailers' hair care departments many times more profitable. The success of the premium hair care line has delivered attractive margins to retailers. That's one reason why Clairol's Renewal 5X has captured the Silver Circle award in the hair care category.

"We've seen the image of beauty change with the popularity of strong female images such as Mia Hamm," observes Perry Sansone, director of the business development and promotions services group, Bristol Myers/Clairol. "That's being reflected in what they want for their hair, too."

The advanced strengthening system in Renewal results in strong and beautiful hair across the 10-stock keeping unit line, which was launched in March 2001. The breakthrough technology clicked with an appealing fragrance, Sansone adds, to make the brand a strong consumer choice.

But the packaging also packs a wallop on the shelf, says Sansone. "We have a fabulous package with bold colors that make the package jump off the shelf," he adds. And Clairol backed the product with potent promotional support. More than $60 million was pumped into advertising and in-store promotion, according to industry sources. "We had great off-shelf displays and trade promotions, plus great support from our retail partners," Sansone notes.

Renewal is tracking to exit the year with a greater-than-2-percent unit share in the shampoo and conditioner categories--an impressive feat for a new entry.

Clairol also was awarded the Silver Circle in Hand and Body Lotion for Clairol Herbal Essences Moisturizing Lotion. Again, the product has excelled because its superior technology meets an unfulfilled consumer need. As part of the dynamic Herbal Essences franchise, the lotion also delivers an experience." The natural herb and botanical formulas help transform the mundane task of applying a lotion into a pleasant experience, explains Sansone. As with all Herbal Essences products, Herbal Essences Moisturizing Lotion stays true to the brand's core ecologically friendly positioning. The line isn't tested on animals and is biodegradable.

A compelling advertising campaign helped drive trial sales of the lotion. The entire Herbal Essences franchise is approaching sales of $1 billion.

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