An Organic Experience

Peter J. Spengler

The author, from Bristol-Myers Squibb, describes the development of Clairol Herbal Essences Shampoo into a global brand, with a vast range of products.

An Organic Experience

Clairol’s Herbal Essences advertising is among the most innovative in the category

Peter J. Spengler Bristol-Myers Squibb Company and Association of National Advertisers

Up until about five years ago beauty care advertising was a fairly serious business. No one poked fun at beauty in their advertising. No one, that is, until Clairol – the largest personal care division within Bristol-Myers Squibb – reintroduced Herbal Essences Shampoo, a brand that broke all the rules on its way to becoming a global megabrand.

In 1995 the company launched what has become one of the most innovative, breakthrough and...

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