The Clairol House Calls campaign sought to empower consumers to confidently color their hair at home, cutting down on expensive and time-consuming salon visits. Through complimentary appointments, the Clairol and Glamsquad partnership aimed to educate consumers, debunk myths, and break down the barriers of at-home hair coloring, making it more accessible. This collaboration eased the intimidation of DIY hair color while promoting inclusivity by featuring diverse talent and influencers, all in line with the campaign's mission to help women confidently embrace their personal style.
Coming out of the consumer truth that Clairol’s target audience may not feel empowered to take at-home hair color into their own hands - we conducted a survey identifying the barriers to consumer confidence. Through the survey, we uncovered what salon-goers were craving in order to make the switch to DIY hair color - education and guidance. 64% of women noted they would find it valuable to have professional support or guidance when coloring their hair at home.
Clairol recognized an opportunity to tackle common misconceptions around at-home hair coloring, empowering consumers to confidently manage their hair color at home. This led to the launch of Clairol House Calls. The brand executed a comprehensive 360° integrated campaign aimed at engaging "dualists"—those who use both salon and at-home coloring. The strategy combined direct-to-consumer paid media, influencer partnerships, and earned media efforts, ensuring sustained visibility and relevance well beyond the campaign's launch.
To bring education and guidance to consumers, Clairol found its ideal partnership with Glamsquad. Their established reputation for on-demand beauty services bridged the gap between professional hair care and at-home convenience, helping to successfully launch Clairol House Calls: an innovative campaign offering complementary Clairol hair color sessions led by a Glamsquad professional in order to provide the first step of DIY education.
Personalized appointments were offered in LA, Miami, NYC, and Dallas-FW, where consumers learned about coloring techniques, product usage, troubleshooting tips and got to participate in their color application with pro guidance.
To ensure at-home color confidence was accessible for all first-time DIYers (not just those within range of the program), Clairol enlisted Celebrity Hairstylist Kim Kimble to share her insights and dispel myths on at-home hair coloring. Influencers Rachel Lindsay, Tamsen Fadal, and Anjelah Johnson-Reyes—accomplished women with dynamic, multifaceted lives—joined the initiative, inspired by the ability to eliminate time-consuming salon visits by using Clairol’s products at home. Clairol effortlessly fit into their busy schedules, allowing them to maintain vibrant hair color and touch-ups.
One of our main challenges was ensuring that we had the proper shade matches for each individual entrant's hair goals. There was an increased demand for brunette shades not currently available within the program, but the team pivoted to get the Glamsquad Pro’s the additional shades needed in order to confirm sessions. We also saw increased entries outside the major markets the program was available in - Los Angeles, Miami, New York, and Dallas. Despite this hurdle, the strong ‘out of zone’ demand underscored the campaign's widespread appeal and potential for future expansion. The consumers unable to participate were guided to Clairol’s homepage where they could learn more about the at-home coloring process and find products best-suited for their needs.
By offering a personalized service, Clairol became more than a product—it became a supportive resource, bolstering its reputation as a trusted brand. Glamsquad was also able to expand its services to include hair coloring, responding to frequent consumer requests. Through this partnership Glamsquad was able to reach a broader audience and effectively meet rising demand.
The Clairol House Calls campaign delivered exceptional results, surpassing expectations in both media and consumer engagement. Garnering over 2.4 billion earned media impressions, the campaign attracted widespread attention, amplifying Clairol’s message of empowering consumers to confidently color their hair at home. The campaign generated 76.4 million social impressions, demonstrating its strong online impact and how earned media effectively translated into social engagement. With 100% positive sentiment across media and social coverage, the campaign’s messaging clearly resonated with the target audience. Additionally, Clairol’s influencer partners produced 30x pieces of content across IG Reels, IG Story Frames and TikTok, organically garnering 1.5M+ Impressions, 35K+ Engagements, and 290 Link Clicks.
Clairol’s partnership with Glamsquad further drove success, generating 850 appointment requests—three times the program's available slots—and culminating in 251 completed appointments. These appointments helped educate consumers, break down barriers, and dispel myths surrounding at-home hair coloring.
Overall, the Clairol House Calls campaign not only boosted the brand’s visibility but also empowered women to embrace DIY hair coloring with confidence, encouraging inclusivity and individual style. The campaign’s media reach and overwhelmingly positive feedback emphasized its success in reshaping perceptions of at-home hair color.
