Clairol Nice 'n Easy Perfect 10: A winning makeover

Nice ‘n Easy had become a dull, slow-growth brand. But Perfect 10—thanks to totally new amino-glycine color technology—was a breakthrough product, delivering fabulous new “liquid hair” color in just 10 minutes. The Clairol and Landor team saw a huge opportunity to bring a salon-quality product to the at-home hair colorist. Perfect 10 became the new product to transform the Nice ‘n Easy image, to eliminate its negative reputation as “my mother’s brand,” and make it relevant to a whole new generation.



The team developed a fresh, differentiated visual concept of rich, luxurious hair colors emerging from a black background. They then worked with the world-renowned hair photographer Kutlu and cast A-level models to create new premium packaging. “The Perfect 10 program is the gold standard in holistic marketing,” said Chris Delapuente, president of haircare and haircolor at Procter & Gamble. The Nice ’n Easy brand provided immediate market access and on-shelf trial. Retailers were delighted with the promotional support for the launch and the initial response—particularly from new, younger customers.


Since it launched in the United States during the first quarter of 2008, Perfect 10 has exceeded all expectations. By September 2008, it achieved a 4.1 dollar market share and the promotional halo effect helped push sales of the total Nice ‘n Easy franchise up 30 percent over the previous year. Additionally, the beautiful packaging won a P&G A.G. Lafley design award. Perhaps Charlene Sawyers, North America Marketing Director, said it best, "A huge thank you to all for bringing Perfect 10 to life and positioning us to win. [It] definitely meets the goal of women saying 'That's Nice 'n Easy? I can't wait to try!'”

The Perfect 10 components include a new high-tech applicator comb for enhanced ease of use at home.

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