Clairol

[2] As of 2014[update], Clairol manufactures hair-coloring products sold under the brand names "Natural Instincts", "Nice 'n Easy", and "Perfect Lights".

[3] In 1931, Lawrence M. Gelb and wife Joan, along with partner James Romeo, discovered Clairol (a hair-coloring preparation) while traveling in France.

Bruce Gelb (son of Lawrence and Joan, and a former Clairol executive) described the scene in a New Yorker article: "They were astonished.

The sales guys had to bring buckets of water and do the rinsing off in front of everyone, because the hairdressers in the crowd were convinced we were doing something to the models behind the scenes".

The deal reduces Coty's total shareholding in Wella, Clairol, OPI and ghd brands to approximately 25.9%.

Although Polykoff did color her hair, the practice was not something to which women openly admitted during the Depression, when her future mother-in-law first asked the question.

[citation needed] To counter the stigma of hair color and create a wholesome, sentimental image for Clairol, early print ads—some of which were shot by fashion photographers Richard Avedon and Irving Penn—featured girl-next-door models accompanied by children with hair the same color.

became an effective slogan; within six years, 70% of all adult women were coloring their hair, and Clairol's sales increased fourfold.

Said to be "a totally organic experience", some ads featured women washing their hair and making orgasm-like sounds.

When the company introduced Nice 'n Easy, the first at-home shampoo-in hair color, women were told, "The closer he gets, the better you look".

[3] According to writer Malcolm Gladwell, Clairol captured the feminist sensibilities of the day with a shampoo-in hair color and memorable advertising slogans.