Clairol Inc.: Linda Evans For Clairol Ultress campaign
Mariko FujinakaOverview
Clairol Inc., a subsidiary of Bristol-Myers Squibb Company since 1959, entered the 1980s as the leading brand of hair colorant in the United States. Clairol enjoyed explosive growth from the 1950s through the 1970s and spearheaded the development of the hair-coloring market with its aggressive and successful advertising campaigns. Despite owning more than half of the hair-coloring industry's market share, Clairol understood that to entice consumers and stave off competition, ongoing product development was critical. The company thus introduced several new products in the 1980s, including Ultress, a high-end...