Nice 'n Easy from Clairol: how advertising helped a brand minimise a decline driven by changes in society

Nigel Beard

The paper documents how advertising contributed to the sales success of Clairol's Nice 'n Easy hair colourant, especially in the longer term.
Agency: BMP Davidson PearceAuthor: Nigel Beard

Nice 'n' Easy from Clairol: How advertising helped a brand minimise a decline driven by changes in society

INTRODUCTION

This submission documents the contribution of advertising to the sales success of Nice 'n' Easy, from Clairol - the brand leader in the hair colourant market. In detail, advertising effectiveness is apparent both in the short-term - in which sales responsiveness can be modelled with bimonthly audit data - and in the long-term. It is this longer term contribution of advertising which is the most distinctive aspect of this case history,...

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