Clairol’s Latest Launches Go Bold,
with No Regrets
Heather Carruthers, VP, global and U.S. marketing, Clairol,
discusses the brand’s latest launches.
As Clairol unveiled the launch of its Color Crave Hair Makeup and Color Crave Semi-Permanent
Color, Jeb Gleason-Allured, editor in chief of Global Cosmetic Industry, interviewed Heather Carruthers,
VP, global and U.S. marketing, Clairol, to discuss the brand, its evolving consumers and
what’s next in the hair color sector. Here, we present Carruthers’ first-person insights.
Experiment with No Limitations
Color Crave Hair Makeup is a washable
hair color option that was created to
achieve on-trend looks without the
commitment of permanent color or the
investment in time and money required to
achieve these looks at a salon. It features
3D micro-crystals that temporarily bond
to the hair’s surface and coat each strand.
We created this knowing that there are
consumers who want to play with hair
color as often and as easily as they play
with their fashion or color cosmetics, for
example, like trying on a different shade
of lipstick every day. They’re looking to
play with color to help express themselves
and for that instant gratification. With
Color Crave Hair Makeup, they can
experiment daily with no limitations.
We wanted the application
process to be as easy as possible,
even for people who have never
colored their hair. We created a
squeezable tube with a sponge
tip applicator tool that makes the
application process quick, easy
and fun. Just shake, swipe and
blow dry to seal in the color.
Quick and Easy Semi-Permanent Color
Color Crave Semi-Permanent
Color offers high-definition color
for non-permanent wear with a
coats the hair’s surface. We created the formula to make the
process quick and easy for the consumer.
In terms of packaging, one of the biggest barriers with
home coloring is wondering how the results will look on
your current hair color. We felt it was important to include
in the packaging how it would look on blonde, brunette or
bleached hair to help consumers choose and apply even the
boldest colors with confidence.
Compared to Gen X and Baby Boomers, Gen Z express
themselves through fashion and beauty on a daily basis.
They’re more unapologetically experiential in these areas
compared to older generations. Gen Z wants to experiment
with hair color as often as they experiment with makeup,
with the freedom to switch up their look on their terms.
This young consumer is constantly craving new looks
to complete her unique style. She doesn’t necessarily see
at-home color as a chore, but more of part of her beauty
regimen to express herself and be in total control. She wants
options for day-to-day when it comes to hair color and
wants the option to change it up without a heavy investment
of time and money.
Most recently, hair color has been in demand among
festival goers and, through social media, festival style is
driving trends even for consumers who aren’t attending.
Leading up to Coachella we saw every trend, from
holographic hair to highlighter hair.