Clairol/Nice \'n Easy Brand Acceleration Modeling

1. 1
Driving Brands To Greatness Through Creative Ideas
Nice ‘N Easy Client Presentation
March 06, 2007

2. Today’s goal 2
To present a Brand Acceleration strategy for Nice ‘N Easy that will
help ensure its continued growth now and into the future
 Not to redefine to explore possibilities and opportunities
 To refresh, reinvigorate, and ‘re-relevatize’ its core equities to maintain the
brand's relevance and rightful status as a category leader
 Creating a future-forward brand direction, or brand trajectory will continually
elevate and separate Nice ‘N Easy from its competitors, and allow it to
continually set the beauty’s color standard

3. What we did to prepare 3
We observed, probed, peaked, questioned, listened, shopped,
read, empathized, etc…
 Ongoing review and audit of key client initiated research: Equity Scan, Who
Journey, U&A study, MMM, competitive analysis, category business reviews,
segmentation study
 Focus group colorers - RTU, Grey Solutions
 Review of Dove Pro Age launch and Real Beauty marketing campaign
 Madonna viral ideas and tactics
 Exploring the merits and design of Beauty-focused expert panel
 Discussions with Pantone to better understand the role of color
 Conducted all-day Brand Acceleration workshop

4. What we discovered along our journey… 4
Nice ‘N Easy is optimally primed to lead a category paradigm
shift from functional hair color to beauty transformation.

5. Nice ‘N Easy: Today & Tomorrow 5
FROM/EXPECTED TO/UNEXPECTED
A bagel - simple & plain Pastry - exotic and involving
Chapstix - tried & true, reliable Juicy Tube/Aveda - more than basic, emotional
BA Business Class - transportation Virgin Upper Class - experiential, magic carpet
A pearl necklace - common, staple Art Nouveau - character, expression, genuine
A bar of soap - does the job, no frills Body lotion - all over, something extra, more
Poland Spring water - commodity New Zealand water- original, the source, provenance
Kmart - low prices Target - intelligent, smart, in-the-know, cooler
Palm wireless device - all in one Trio - multidimensional, everything under the sun
Little black dress - classic, traditional Dress collection - a line, assortment, more than one
Twin blade razor - functional experience Venus - stretching the moment
Blackberry - a thing that does this Pebl - design, aesthetic, form meets function
Neutrogena lip balm - simple, easy Neutrogena Advanced Lip Therapy - expert, leader
Clearasil - problem/solution New Clearasil - beyond acne, care and nurturing
Lard - traditional Extra virgin olive oil - new, healthier, modern, extra
Granite - one dimensional Glass paper weight - dramatic, dimensional, exciting
White t shirt - colorless Colorful t shirt - stand out, color, vibrant
Pail of paint - utilitarian, democratic Dutch Boy paint - designed for her, empathy
Concealer - basic Concealer/Advanced - top of the line

6. Analyze This! 6
(adj) Carefully neat, proper, agreeable
UNDISTINGUISHED
(adj) Simple, remedial, effortless

7. Image is Everything! 7

8. In a society and culture that segments beauty 8

9. Getting closer to our user…some Insights 9
1. As our user has grown older and transitioned thru different life stages and, perhaps, styles, she is less
attached to social groups which provide havens and reassurance
• While she has her own family she still needs to reconnect with herself and those like her
• Expertise & Sisterhood
2. Shopping for anything is a hassle, hair colorant is even worse. It would mean more to her to have help
in-store and even while she colors.
• Involvement & New rituals
3. She is beauty involved…just with a smaller priority and less occasion
• On the occasions that she is beauty involved they are important and critical…these are
moments that memories are made from. Expertise & Reliability
4. She is trained by the category not to be loyal…we created this
• She doesn’t have to be loyal
5. Color is the foil to beauty…right now she shops, experiences, and feels the functional commodity she is
buying rather than celebrating the ensuing transformation. Talk to her in a different tone
6. She needs permission, license, etc to get more beauty involved and not feel guilty
• Time and effort spent on herself and NOT her family brings a strong sense of guilt and isolation
7. She doesn’t feel her age. Emotion is greater than reality

10. Some brands are listening 10
–Soap brands grew 7% (1Q-3Q06)
–Hair care product sales grew 13.3%
–Skin care products and lotions grew 16.2%

11. What she told us from her gut… 11
• “I go to the shelf and just look…I look to see if I see myself, I guess. I end up
scanning across and from end to end to find my shade.”
• “Even when I have mine [NNE brand] I still look to see what else is there…”
• “…All I’m thinking is, shit! I’ve gotta do this for the next two hours…”
• “Salons take the time that I don’t have to ensure the job is done right. I don’t
have the time and its not worth the money on a regular basis.”
• “Money…no, its value for money. That’s why I buy NNE.”
• “…I didn’t realize it was Clairol I’d been using for 15 years…”

12. Who she is 12

13. How she wants you to perceive her 13
WITTY
BONDED
STRONG
SIMPLY ME
CONFIDENCE NATURAL GLOW COURAGE
BALANCED SENSUAL SPIRITED CLEVER

14. Overarching Attitudinal Themes 14
“Release my spirit”
“HARD + SOFT”
“How ya like me now?!”
“My natural glow”
“Real…but ideal”
“I am me”
“Permission for me, please”

15. Nice ‘N Easy Brand Opportunity 15
Rank Attribute Equity Type Discriminated Brand
1 I love this brand feelings Clairol Nice 'N Easy
2 This is a brand I can trust judgment
3 This brand makes me feel personally satisfied feelings
4 Makes me feel like I can look beautiful without a complex beauty routine feelings
5 Has a shade for me judgment
6 Makes me feel better about myself feelings
7 This brand makes me feel like I've selected the best product on the market feelings
8 This brand does what it promises judgment
9 This brand makes me feel confident feelings L'Oreal Preference
10 The makers of this brand understand my needs in a hair color product judgment
11 This brand makes me feel renewed feelings
12 Makes me look younger feelings
13 This brand makes me feel like I am doing the best for myself feelings L'Oreal-Couleur Experte, L'Oreal Excellence, L'Oreal Preference
14 Makes me feel in control of how I look feelings
15 Gives just the color you expected/desired performance
16 Gives natural looking color performance
17 Makes me feel attractive to others feelings
18 Leaves hair soft to the touch performance
19 Makes my haircoloring routine simple so it fits into my life judgment
20 Makes me feel younger feelings
Source: P&G beauty/NNE 2006 Equity Scan

16. 16
A REVIEW OF BRAND ACCELERATION

17. A Key Principle 17
In a marketplace of constant evolution and change, we
can no longer just ask what our brand stands for today,
increasingly, we must ask:
“What is the brand becoming?”

18. The nexus of these four dimensions is where we
can create brand acceleration for Nice ‘N Easy … 18
Category
BRAND
Channel Consumer
ACCELERATION
Brand

19. Brand Compass 19
CATEGORY CONSUMERS
CHANNELS BRAND
It is an exploration of the four dimensions
which frame the brand-building enterprise

20. The Brand Acceleration Process 20
New
Brand
Direction
Creative
Current Activation
Brand Brand
Compass Direction Driving
Idea

21. 21
Nice ‘N Easy Brand Acceleration

22. Brand Compass 22
What market forces will What consumer forces can we
accelerate or decelerate leverage to accelerate brand
category/brand growth? opportunity?
CATEGORY CONSUMERS
CHANNELS BRAND
What media touch-points will drive What current, latent, or new
brand relevance? brand equities will accelerate
brand differentiation?

23. Brand Compass: Category 23
For decades American women have quarantined themselves in
bathrooms to cover their grey hair and disguise their age. It is a
ritual of necessity and is not typically seen as beautification.
Hair coloring is a mature and traditional business - think dept
store - merchandising in-store is cluttered and difficult. To some
extent, manufacturers over-compensate for the unemotional
purchasing and application process by continually discounting
the product. Inherently making the buyer/user less loyal and
therefore, all brands are the same product.
Our challenge is to reframe At-Home hair color as the ultimate
transformative beauty tool designed for today’s modern and
beauty-involved woman. Simultaneously elevating NNE as the
standard of beauty excellence.
CATEGORY CONSUMERS
CHANNELS BRAND

24. Brand Compass: Consumers 24
She has accomplished and achieved a lot - job to career, child
to family, dwelling to home, savings to investments…Society
expects a lot from her - roles, responsibilities, etc, and she knows
how to deal with it.
She knows she’s a beautiful person - holistically - but she would
love to sneak moments to indulge and transform herself into the
reflection of beauty she aspires to. She needs an expert and
leadership brand that has a distinct POV who is not afraid to
speak to her on her terms. Help her release her individual colorful
self…
CATEGORY CONSUMERS
CHANNELS BRAND

25. Brand Compass: Brand 25
CATEGORY CONSUMERS
CHANNELS BRAND
Currently NNE is “a brand I love” because of its sturdy, reliable
and traditional positioning as a functional-benefit-led product.
Even though we’ve seen progress in equity, the perception of
the brand hasn’t really changed dramatically over the years
even though women’s attitudes and behaviors have.
NNE as a brand is fragmented further along individual variants,
each designed for a specific ‘problem’, where the role of its
parent brand, Clairol, is ambiguous.
NNE does not currently have as clear an articulation of its
emotional benefit(s) as it does its functional.

26. Critical Brand Compass: Channels 26
CATEGORY CONSUMERS
CHANNELS BRAND
Traditional broad-reach mediums - TV, print - are the usual
suspects to communicate to users new news: shades,
discounts, etc. It is a standard stream of clutter from each
brand that creates confusion…its one-size (problem) fits
all.
Beauty is individualistic. Color is personal. A migration to
more one-to-one, personalized, and customized solutions
offers white space to become a Beauty Leader.
Clairol’s CRM program has become a significant
differentiator breaking the established media pattern.

27. Brand Compass: Summary 27
At-Home hair colorants are products “I need a brand that will give me
that women learn how to use. She permission to be more of myself, to
sees them as all the same. champion my personal beauty quests.”
CATEGORY CONSUMERS
CHANNELS BRAND
Isn’t time you called her by her first
She loves you but can live without
name? You’ve know her long enough
you. She identifies you as a
to develop a more intimate
product before a brand.
relationship.

28. Plotting the current direction 28
STATIC
Acceleration Rating:
Leading Love
Innovation v
Beauty
Challenging Accept
Following Ambivalent
CATEGORY CONSUMER
Receding RELEVANCE AFFINITY Negative
CHANNEL BRAND
Disengaged STRENGTH
Product
OPTIMIZATION
Passive Price
Receptive Promotion
Engaged Idea

29. Making ‘The Brand Shift’ For Nice ‘N Easy 29
New Brand Direction
The “DIY” Tool
Current Brand Direction

30. How Do We Get There? 30
New
Brand
Direction
Creative
Current Activation
Brand
Direction Driving
Idea

31. Nice ‘N Easy Driving Idea Brief New
31
Brand
Direction
Driving Target Mindset:
(Emotional Driver) Driving
Driving Brand Promise: Idea
Driving Brand Rationale:
Current
Brand
Direction

32. Nice ‘N Easy Driving Idea Brief 32
Driving Target Mindset:
“Colorful Personalities”
Women, early thirties to late forties who are
confidently expressing a new side of their
individual beauty. She is ‘in between’ being
young and becoming mature, yet she will always
feel younger than her age.
Age is not a barrier, her true colors, expressions,
truths and beliefs are the essence of the woman
she desires to be - from mom, to pal, to friend, to
sister, to prankster…she’s a kaleidoscope of
emotions.

33. Nice ‘N Easy Driving Idea Brief 33
Driving Target Mindset:
“Colorful Personalities”
Driving Brand Promise:
Nice ‘N Easy - “Simply Fabulous Color. Beautiful You.”

34. Nice ‘N Easy Driving Idea Brief 34
Driving Target Mindset:
“Colorful Personalities”
Driving Brand Promise:
Nice ‘N Easy - “Simply Fabulous Color.
Beautiful You.”
Driving Brand Rationale:
Products designed to fit into her life

35. Nice ‘N Easy Driving Idea Brief 35
Driving Target Mindset:
“Colorful Personalities”
Driving
Driving Brand Promise:
Idea
?
Nice ‘N Easy - “Simply Fabulous Color.
Beautiful You.”
Driving Brand Rationale:
Products designed to fit into her life

36. Nice ‘N Easy Driving Idea Brief 36
The Color of
Beauty
Driving Target Mindset:
“Colorful Personalities” Driving
Idea:
Driving Brand Promise: COLORWONDERFUL!
Nice ‘N Easy - “Simply Fabulous Color.
Beautiful You.”
Driving Brand Rationale:
Products designed to fit into her life
The “DIY”
Tool

37. 37
REVIEW OF EQUITY PYRAMID

38. Nice ‘N Easy Equity Pyramid Evaluation 38
EFFECTIVE LEAST EFFECTIVE
• Consistency of language,message,benefits • Not beauty-focused: imagery, language, aspiration
• Functional direction lacks energy, emotion of beauty
• Internal alignment (w/in P&G Beauty)
• Lack of leadership/expert credibility
• Comprehension of messaging by target/user
• Inability to invoke beauty emotion in favor of
transformative approach
• Appropriate with brand life cycle
• Current tone/direction of “nice” and “easy” is formulaic
and less premium - build to “cleverness” and
“intelligence”
• Warm with Wit
• One-way communication vs dialogue
• Functional hair care - coloring - styling
• Color of color as it pertains to image, hair, beauty, etc

39. Nice ‘N Easy Equity Pyramid Evaluation 39
•Color needs a more prominent role, identification, and more energy than we currently have
assigned it
 Create higher level of aspiration, a more interesting/rewarding experience, a stronger
emotional attachment and affinity
•“Warmth with Wit” is descriptor at best, what does it really mean for color and beauty
transformations?
•Redefine the essence and applicability of “easy” and “simple”
 Easy to become a function of intelligence, cleverness; simple a function of precision, design,
fun, active vs passive…not a functional attribute or quality
– Align “easy” and “nice” with future/new brand direction(s) not product
•Every woman wants (not “needs”) to feel beautiful
•Progress towards beauty and premium-ness vs functionality
•Appeal to her true dreams and aspirations
•Reframe the “War against Gray” as a battle she can win
•Hair care and color is beauty-involved and so are our users and potential users

40. Current Nice ‘N Easy Equity Pyramid
Strategic Target: Women seeking natural-looking haircolor that fits simply into their lives. 40
Her Life: She doesn't have time for complicated
beauty routines but doesn’t want to compromise her
haircolor either. She wants to keep it simple and
natural-looking.
Overall
After she colors she feels renewed and confident; Equity:
this allows her to focus on what’s most important in
her life. Incredibly natural
looking color that’s
simple for me
Building Blocks
Her Hair: She wants to easily
achieve a beautiful, natural look POD Brand Benefits in Priority Order
– the ultimate compliment is that 1/ Superior natural-looking color with dimension
she (not just her hair) looks 2/ Easy to use beauty innovations
great. 3/ Superior gray coverage
Emotional benefit: Renewed, ready to face the world
POP Brand Benefits
No conditioning or long-lasting tradeoffs
Brand Character
Refreshingly authentic. Warm with wit.
Design Theme: Work in Progress
Equities which Consumers Experience:
Internal Strategic
What Consumers
•Brand Look: Lively, modern beauty that’s easy.
Experience
•Spokespeople: Aspirational beauties with both a sense of self and a sense of
Choices
humor
•Executional Elements: Interaction/relationship with others, emotional
transformation

41. Nice ‘N Easy Equity Pyramid Opportunities Are they still relevant? What
about multicultural images?
Strategic Target: Women seeking natural-looking haircolor that fits simply into their lives. 41
Opportunity to to re-frame her life style: need for
1 permission, sisterhood, self-involvement
Her Life: She doesn't have time for complicated
beauty routines but doesn’t want to compromise her
haircolor either. She wants to keep it simple and
natural-looking.
Overall
After she colors she feels renewed and confident; Equity:
this allows her to focus on what’s most important in
her life. Incredibly natural
2 looking color that’s 4
simple for me Opportunity to ‘dial up’ the role of
color as it relates to beauty
Building Blocks
Her Hair: She wants to easily
achieve a beautiful, natural look POD Brand Benefits in Priority Order
3 – the ultimate compliment is that 1/ Superior natural-looking color with dimension
she (not just her hair) looks 2/ Easy to use beauty innovations
great. 3/ Superior gray coverage
Emotional benefit: Renewed, ready to face the world 5
Opportunity to start a more enriched dialogue POP Brand Benefits
w/ her - natural looking cues, role of No conditioning or long-lasting tradeoffs
Opportunity to connect w/ her -
colors/shades Brand Character Dimensionalize “WWW”
6 Refreshingly authentic. Warm with wit.
Opportunity to create a role for the brand
Design Theme: Work in Progress
AFTER the product is consumed
Equities which Consumers Experience:
Internal Strategic
What Consumers
•Brand Look: Lively, modern beauty that’s easy.
Experience
•Spokespeople: Aspirational beauties with both a sense of self and a sense of
Choices
humor
•Executional Elements: Interaction/relationship with others, emotional
transformation

42. Revised Nice ‘N Easy Equity Pyramid
Strategic Target: Women seeking beautiful natural-looking haircolor fitting simply into their lives. 42
1
Her Life: Complicated beauty routines require
sacrifices she cannot make frequently. She
really needs intelligently designed beauty
applications and expert advice to simply keep
her looking natural beautiful Overall
Equity:
As she colors she subconsciously transforms,
feeling renewed and more confident. It can be a
refreshing moment allowing the physical, mental, 2 4
spiritual to align. She emerges a ‘shade braver’. Simply Fabulous color.
Beautiful You.
Annette Benning, Norah Jones, Vanessa
Building Blocks Williams, Vera Wang, Selma Hayek, Ellen D
Her Hair: She wants to easily
achieve her unique beautiful & POD Brand Benefits in Priority Order
3 natural look – the ultimate 1/ Superior natural-looking color with dimension
compliment is that she (not just 2/ Easy to use beauty innovations
her hair) looks great. 3/ Superior gray coverage
Emotional benefit: Color changes everything! 5
POP Brand Benefits
No conditioning or long-lasting tradeoffs
NO CHANGE
Brand Character
6 Refreshingly authentic. Warm with wit.
Design Theme: Work in Progress
Equities which Consumers Experience:
Internal Strategic
What Consumers
•Brand Look: Lively, modern beauty that’s easy.
Experience
•Spokespeople: Aspirational beauties with both a sense of self and a sense of
Choices
humor
•Executional Elements: Interaction/relationship with others, emotional
transformation