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

By Amanda May | 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

This is the brand's first global marketing campaign in five years

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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