We Took the Intimidation Out of At-Home Hair Color

By directly addressing key product barriers, we empowered salon goers to try DIY hair color.

Overview

In order to shift brand perception and drive trial among women who primarily go to the salon for hair color needs—we needed to solve for a very real problem—women are simply scared to dye their hair at-home on their own!

Our Solution

Enter: Clairol House Calls. In partnership with beauty on call service, GlamSquad, customers were able to book FREE at-home hair color appointments with the guidance of a GS pro, inspiring expanded approaches to hair color. We drove RTB via unique survey results, credibility via strategic celebrity and influencer partnerships, and reach via targeted content.

Results

Our fully integrated approach resulted in 24 unique social assets via our partners, 34 placements across social and traditional, and over 1.8B earned impressions. The program has seen over 150 appointment bookings in just the first few weeks. Top outlets to cover included E! News, ShopGMA, and Forbes.