Clairol is relaunching for modern shoppers, kicking off with a YouTube video that has amassed over 6 million views.

Clairol is relaunching for modern shoppers, kicking off with a YouTube video that has amassed over 6 million views. The brand is focusing on showing off how “natural-looking” the product is and how it “reveals” rather than conceals the women who choose to dye their hair. The hair care market is growing, but at-home hair care has lagged behind; new packaging and a product revamp (plus Millennial pink as a temporary hair color option) could be enough to help Clairol reconnect with young consumers. (Glossy)