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Clairol logo. Clairol is the American personal care-product division of company Wella, specializing in hair coloring and hair care.Clairol was founded in 1931 by Americans Joan Gelb and her husband Lawrence M. Gelb, with business partner and lifelong friend James Romeo, after discovering hair-coloring preparations while traveling in France. [1]
In 1955 she took over the Clairol account, and her advertising campaign, which became a classic, [4] helped take hair color sales from $25 million to $200 million annually, with Clairol holding a 50% market share. [5]
The idea to buck the trend of that era’s advertising style — which emphasized high glamour rather than girl-next-door vignettes — was the brainchild of lead copywriter Shirley Polykoff, whose work on the Clairol hair color campaign was a career high point. [3]
The biggest hair color trends of the past year have included high-fashion takes on otherwise low-maintenance color like honey blonde and expensive brunette—and, of course, lots of red and copper.
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Lawrence M. Gelb (January 15, 1898 – September 27, 1980 [1]) was an American chemist and businessman from New York City who along with his wife, Joan Clair, founded the Clairol hair-coloring company in 1931, now a division of Coty.
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