Brands: The Return of Clairol

-Glossy

Coty has moved quickly to refresh some of the brands it acquired after merging with Procter & Gamble in 2016. After its splashy Covergirl relaunch late last year, the beauty giant has moved on to at-home hair-color brand Clairol. Like its sister brand, retailers had been pulling back shelf space for the stale brand at the time of the merger.

This month, the first signs of new life for the brand came via the debut of its “Color of Confidence” campaign, dedicated to rejuvenating interest in its hero line, Nice n’ Easy. In a video that launched on March 14, Clairol spotlights 50 women across a wide range of ethnicities, ages, body types and career paths, sharing their feelings before and after dying their hair. That dying your hair can make a woman feel better about herself is the overall sentiment.

So far, the video has garnered over 6 million views on YouTube, beating even the buzzy relaunch video for Covergirl starring celebs like Issa Rae, which has garnered 5.1 million views since November. It’s also being shown on Clairol’s website.