Clairol
| Company type | Subsidiary |
|---|---|
| Industry | Personal care |
| Founded | 1931 |
| Founder | Joan Gelb, Lawrence M. Gelb, James Romeo |
| Headquarters | United States |
Area served | United States |
Key people | Richard L. Gelb (former CEO) |
| Products | Hair coloring and hair care products, including "Natural Instincts," "Nice 'n Easy," and "Perfect Lights" |
| Parent | Wella (part of Coty Inc. and Kohlberg Kravis Roberts) |
Clairol operates as the American personal care segment of Wella, focusing on products for hair coloring and hair care. Established in 1931 by Joan and Lawrence M. Gelb alongside partner James Romeo, Clairol launched the "Miss Clairol" home hair-coloring kit in 1956, quickly becoming a dominant hair-coloring brand in the United States by 1959. In 2004, the company recorded annual revenues of US$1.6 billion. By 2014, its offerings included product lines such as "Natural Instincts," "Nice 'n Easy," and "Perfect Lights."
Industry transformation
Clairol was co-founded in 1931 by the Gelbs and James Romeo after they encountered hair-coloring formulas in France and began importing them for use in American salons.
The introduction of the single-step Miss Clairol Hair Color Bath in 1949 marked a turning point in the beauty sector, garnering notable attention at New York City's International Beauty Show. By 1956, Clairol had extended its reach to consumers with an at-home hair-coloring kit, bolstered by a memorable advertising slogan: "Does she...or doesn't she? Only her hairdresser knows for sure." Within six years, hair coloring had become commonplace among 70% of women.
In 1957, the Gelbs sold Clairol to Bristol-Myers. Bruce and Richard L. Gelb assumed executive positions within Bristol-Myers; Richard was appointed CEO in 1972 and steered the company through its merger with Squibb, forming Bristol-Myers Squibb. Procter & Gamble purchased Clairol from Bristol-Myers Squibb in 2001 for US$4.95 billion.
Coty acquired Clairol from Procter & Gamble in 2016 as part of a US$12.5 billion transaction involving several beauty brands. On December 1, 2020, Coty divested a majority stake in Wella, Clairol, OPI, and ghd to Kohlberg Kravis Roberts (KKR) for US$2.5 billion while maintaining a 40% interest. Further deals throughout 2021 decreased Coty’s shareholding in these brands to roughly 25.9%, with KKR assuming a substantial equity role.
This restructuring represents strategic shifts in leadership aimed at enhancing market positioning and financial outcomes within the international beauty marketplace.
Advertising legacy
Clairol transformed home hair coloring with its innovative one-step product, supported by a groundbreaking marketing campaign. The company collaborated with Foote, Cone & Belding and entrusted the account to Shirley Polykoff, then the agency’s sole female copywriter. Drawing inspiration from her future mother-in-law, Polykoff crafted the famous tagline "Does she...or doesn't she?" which addressed the social stigma surrounding hair dye during the Depression era. When launched in 1956, this campaign challenged prevailing attitudes toward women coloring their hair.
To change public perception, early print advertisements—some photographed by acclaimed artists Richard Avedon and Irving Penn—featured relatable everyday women and children with matching hair shades. This slogan resonated strongly; within six years, hair coloring was embraced by 70% of adult women, propelling Clairol’s sales to quadruple their previous levels. Polykoff’s visionary approach led to her induction into the Advertising Hall of Fame in 1967.
Another memorable campaign used the phrase "If I've only one life to live, let me live it as a blonde," delivered by actress Rosemary Rice. During the late 1990s and early 2000s, Clairol attracted attention with bold advertisements promoting Herbal Essences shampoo as "a totally organic experience," showcasing the brand’s forward-thinking marketing strategies.
Additional slogans
Clairol maintained its strong presence in the market through a series of unforgettable slogans spanning various product ranges. During the 1950s and 1960s, Lady Clairol advertisements posed the question, "Is it true blondes have more fun?" Meanwhile, the Loving Care line emphasized vitality with the phrase, "What would your husband do if suddenly you looked ten years younger?" The debut of Nice 'n Easy—the pioneering at-home shampoo-in hair color—was promoted with the tagline "The closer he gets, the better you look." Radiantly Red was advertised using "Some lucky girls are born red. Others catch up." The long-lasting "Does she...or doesn't she?" campaign was featured in 2008 at an exhibit on Madison Avenue’s cultural significance held at the New York Public Library’s Science, Industry and Business Library.
Clairol products
Clairol offers a comprehensive range of hair-coloring solutions including permanent, semi-permanent, and highlighting options. As of 2014, notable brands within Clairol’s portfolio include:
Corporate timeline
- 1931: Establishment of Clairol.
- 1949: Introduction of Miss Clairol Hair Color Bath, marking the first one-step professional hair coloring product.
- 1956: Release of Miss Clairol Hair Color Bath designed for permanent at-home application.
- 1959: Acquisition by Bristol-Myers Squibb; Richard L. and Bruce Gelb take on leadership roles.
- 1965: Launch of Nice 'n Easy, the inaugural shampoo-in hair color product, promoted with "The closer he gets, the better you look."
- 2001: Clairol purchased by Procter & Gamble from Bristol-Myers Squibb.
- 2003: Expansion of P&G’s professional hair care division through acquisition of Wella.
- 2007: Closure of P&G Beauty’s Stamford facility; operations redistributed to Massachusetts and Mexico; administrative headquarters relocated to Cincinnati.
- 2016: Coty acquires Clairol from Procter & Gamble as part of a $12.5 billion deal encompassing multiple beauty brands.
Popular references
In his 1999 New Yorker article titled "True Colors," Malcolm Gladwell explored Clairol's influence on consumer culture after World War II and its role in shaping feminist perspectives through groundbreaking products and advertising campaigns.