• by Larissa Faw , March 30, 2018

Coty's Clairol recently launched its Color of Confidence campaign and opened up the hair color brand's first-ever pop-up shop in New York City.

Guests are invited to use Clairol’s MyShade technology to virtually try on hair colors, immerse themselves in a multi-sensory experience and then receive samples from the new Nice ’n Easy line during the 10-day activation closing April 1.

The activation, developed with Mission, is designed to amplify the key characteristics of the new Nice 'n Easy highlighting technology, which the brand says yields softer and silkier results with a floral scent.

Clairol's Color of Confidence campaign #ColorFearlessly is its first campaign featuring women from a variety of backgrounds, professions and lifestyles. The effort also showcases Clairol’s history of technology and innovation.

As part of this R/GA-driven creative, the Color of Confidence #ColorFearlessly movement introduces Clairol Fearless Femmes, a diverse group of ambassadors including some 50 social media influencers, to build brand awareness around their respective audiences.

However, in order to ensure a better range of brand ambassadors than merely tapping into those with large followings, Clairol invited 150+ women to visit Clairol’s R&D salon and take a survey about their experience coloring their hair.

Approximately 100 women moved forward with the $100 paid survey to answer questions, and of these women, Clairol selected 50 women "based on diversity of age, ethnic background, hair color and personality with the goal of having the most inclusive and representative group of women possible," says an agency spokesperson.

Their experiences are captured in a film that was created to help raise awareness about how color can boost confidence.

Looking forward, the Fearless Femmes network will expand in spring 2018 to feature more women with different hair types, lifestyles and passions, says the spokesperson.

With the topic of female empowerment gaining much more attention in recent months, Clairol hopes this activation and campaign reminds women that the hair color brand has had a long history of supporting women's confidence and has "been on a mission to help women feel liberated and free to live their truth.