Young consumers are very much making decisions per
event, and most decisions around hair color are driven by
temporary looks using hair chalk or wigs, which is why our
new Color Crave offerings are more relevant than ever.
In addition, consumers want to accentuate their hair color
for big life occasions such as prom, sweet 16, graduation or
their 30th birthday bash. Consumers are eager and looking
to change up their hair looks, and these products give them
the freedom to experiment on their terms.
Bold, Expressive and Safe
As consumers are looking to be more expressive with their
color, they’re also increasingly concerned with the health of
their hair. They want to feel good about the products they’re
using and how they’ll affect the look and feel of their hair in
the long run.
As the color expert, it’s our job to constantly innovate
to feed their cravings for natural looking color and bold,
expressive looks, while developing formulas that address
their concerns about damage and preserving the health of
their hair. Color Crave is a major step forward in expanding
their options and giving them new ways to experiment with
color that are limited only by their creativity. n