Clairol, Inc.: Totally Organic campaign

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.

Clairol, Inc.: Totally Organic campaign

Megan Mcnamer

OVERVIEW

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...

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