Clairol, Inc.: Totally Organic campaign
Megan McnamerOVERVIEW
Clairol, Inc.'s Herbal Essence was a top-ranked shampoo in the 1970s. Although it retained a following in California, by the 1990s it had dropped in popularity elsewhere. In 1994 Clairol introduced a new Herbal Essences brand that offered a variety of shampoos and conditioners made from organic materials. Other Herbal Essences hair-care products followed. Instead of imitating the marketing strategy of other shampoo brands, Clairol, a subsidiary of Bristol-Myers Squibb Company, wanted to advertise the sensual experience of washing hair, not how its shampoo made hair shiny or silky. Hoping to increase...