Clairol targets Gen Z with first global campaign in five years: ‘It is a new era for the brand’

By Amanda Pauley | Published: 27-Mar-2023

The ‘It is so me’ campaign is the first step in a larger plan to modernise the 92-year-old at-home hair colour company

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Clairol, the heritage hair care brand, has unveiled its first global marketing campaign in five years in a bid to revamp its look. 

The 92-year-old at-home hair colour company’s ‘It is so me’ campaign is the first step in a multi-year effort to “transform Clairol for a new generation”.

It aims to highlight the DIY “expressive spirit” of at-home hair colouring, in turn, extending its brand awareness to younger audiences. 

The Wella-owned company has used

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