Clairol Color Crave Targets Gen Z

Clairol is making moves toward a younger consumer set. The Coty-owned hair-color brand, one of the 41 companies acquired in last year’s Procter & Gamble divestment, is launching this month a new semi-permanent and wash-off color line targeted at Generation Z. Color Crave consists of two key items — the Color Crave Hair Makeup and Semi-Permanent Color. Hair Makeup is a wash-off product that comes off with one shampoo — it is available in six metallic shades and meant to be used as a playful accessory that can easily be washed out at the end of the night. Semi-Permanent Color comes in a range of bold colors — think lavender, emerald green and teal — and lasts for about 15 shampoos. The wild colors are a nod to the current unicorn and mermaid hair trend seen on Instagram users.  Shocking colors are a step out of the box — literally — for Clairol, which has always had a reputation as a traditional at-home color brand offering shades that resemble natural hair colors. “It’s a start of a new era for us,” said Heather Carruthers, vice president of Clairol Global and U.S. marketing at Coty. “It’s time for us to really innovate

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