- Kamau High

NEW YORK What would it take to get you to change your hair color? Procter & Gamble's Perfect 10 by Clairol's Nice & Easy, which arrived on store shelves earlier this month, has 10 reasons it thinks women should rethink their hair color.

The integrated campaign from Grey, New York, launches on Sunday with a mix of four 15- and 30-second television spots, print, in-store and interactive.

In the 30-second "Saturday," a variety of reasons are given for why women should change their hair color, including No. 2: "You don't want to ruin your hair or your Saturday" as a woman is shown being annoyed at applying some other hair product instead of frolicking at the beach with her daughter. One of Nice & Easy's chief selling points is that it only takes 10 minutes to apply.

TV will be seen on channels such as Lifetime, the Food Network and Oxygen.

"Our consumers are women who put a value on time, but they also want to invest in themselves," said Mark Jeffreys, brand manager, Nice & Easy, Stamford, Conn. "We don't want them to forget about themselves."

On the perfectcolorin10.com Web site, 10 reasons to use Clairol Nice & Easy are spelled out against the backdrop of a model displaying presumably recently dyed hair. No. 1: "You wish the color was endless, not the process."

Print, which will run in periodicals such as Allure, Good Housekeeping and Vogue, depicts women with luxurious hair and reasons why they might change their hair color.

"Our aim is to change the game in hair color -- from the quality of the footage of hair shown to the look of models used. In this case they are aspirational," said Kathleen O'Brien, cd, Grey, New York.

Clairol is a premium brand that competes against the likes of L'Oreal and Revlon. As the U.S. economy wilts, the company said that it was not worried about consumers seeking less expensive brands. "What you do see in an economic downturn is that people do turn away from salon products," said Jeffreys. That does not happen to Clairol because "our value equation is very strong," he said.