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Clairol budgeting $15.4 mil. ad campaign for restaged Loving Care, Lasting Color brands.

This article was originally published in The Rose Sheet

Executive Summary

CLAIROL RESTAGED LOVING CARE, LASTING COLOR BRANDS ALLOCATED $15.4 MIL. IN AD SPEND, according to recent company trade materials. As part of the restaging, the company is adding eight new Lasting Color shades so that each Loving Care color has a Lasting Color counterpart, to encourage consumers to "trade up" from the semi-permanent Loving Care items (lasts 6-12 shampoos) to the more permanent Lasting Color shades (lasts through 24 shampoos).



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