Sunday, June 02, 2002
What's the Buzz?
Clairol shampoo ads get cleaner look
By Cliff Peale email@example.com
The Cincinnati Enquirer
The Procter & Gamble Co. influence is creeping into advertisements for its newest acquisition, Clairol.
After buying the hair-care brands late last year for $4.95 billion, P&G has tweaked some of the best-known ads, those pitching Herbal Essences shampoo.
You might recall the ads: In places like a courtroom or an airplane, a female customer washes her hair with accompanying sounds that might be described as ... well, enthusiastic.
The ads, running in some form since the mid-1990s, have drawn a fair amount of attention, including some from P&G loyalists who regarded them as a little too provocative.
Herbal Essences is continuing the Totally Organic Experience theme. But in a new campaign starting in mid-May for its Fruit Fusions line, the ads now feature the same activity, but this time with a husband and wife in their home.
A P&G spokeswoman acknowledged that the focus is a bit different. But she said Herbal Essences was returning to the in-shower experience.
The Herbal Essences business is working right now, spokeswoman Gretchen Muchnick said.
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