Clairol Professional Inspires via Web

NEW YORK Abstract Edge uses a Flash introduction and bright colors and images to inspire hair stylists, who visit the newly redesigned Web site for Clairol Professional.

The Web site (www.clairolpro.com), which recently relaunched, aims to “invoke the feeling that people who color hair are artists,” said Marc Cassata, senior designer at Abstract Edge. “We want them to feel like a painter or sculptor would. They are artists; they just have a different canvas.”

The New York-based interactive shop retained the Clairol Professional digital account following Procter & Gamble’s acquisition of the brand from Bristol-Myers Squibb in November 2001 [IQ Daily Briefing, June 4, 2002]. Dallas-based imc2 handles Clairol’s interactive consumer marketing.

The site, which targets students and young hair professionals, includes an overview of Clairol Professional products, different creative techniques and color education materials. A student lounge area offers a list of classes and industry events, as well as advice on how to find a job and how to make a good first impression on a client.

To drive people to the site, Clairol Professional sends out monthly e-mails alerting subscribers to new features, free samples and sweepstakes on the site. A recent giveaway, for instance, was a video featuring the coloring techniques of Marcy Cona, director of education and shows at Clairol Professional. More than 40,000 people currently receive the e-mail alert, Cassata reported.