Perfect10 from Nice n' Easy - The Colour that Changes Everything

Clairol Nice n' Easy was doing well as the largest hair colourant brand in market with strong sales and loyal users.

Perfect10 from Nice n' Easy – The Colour that Changes Everything


Client Company Name: Procter&Gamble

Brand Name: Perfect10 from Nice n' Easy

Category: FMCG


This is the story that demonstrates how being first to market is not necessarily the path to category leadership and how with the right communications, the first mover's advantage can be quickly eroded by the brand playing catch up.

Clairol Nice n' Easy (hereafter referred to as NNE) was a much loved and trusted brand; it was doing well as the largest...

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