Clairol has just hired current pop idol Britney Spears – its youngest ever celeb – to tout the Herbal Essences shampoo brand, both in print and on television.
In what is seen as a coup for the company (a subsidiary of Bristol-Myers Squibb), the 18-year-old has recorded her own song for the brand called "I've Got the Urge to Herbal". It will be featured in 60-second radio spots and is part of a pre-concert video presentation linked to Spears' Herbal Essences-sponsored summer concert tour taking in fifty cities.
Ms Spears follows in the footsteps of more mature Clairol endorsers such as Julia Louis-Dreyfus and Debra Messing. But why the trend to a teen-queen?
According to Andrew Shepard, Clairol’s senior director of marketing for hair and skin care: "Traditionally, Clairol's business had been in hair color, and hair color traditionally had an older demographic that called for older spokespeople. Of course, these days everyone uses hair color."
Although the Spears Herbal Essences campaign (via the Kaplan Thaler Group in New York) targets teenage girls, it will run alongside the brand’s broader, longstanding campaign aimed at women in the 16-49 age group.
News source: New York Times