How do you design a new Hair Color brand with out-of-the-box thinking?


EUREKA I℠ New Product Optimization software tested over 600,000 product feature/ benefit combinations and identified Natural Instincts®


Natural Instincts® gained the highest market share of any introductory hair-coloring product at that time. The Herbal Essence® franchise grew dramatically, becoming an important brand in the portfolio and later was sold to P & G.

Your work is going to have a major impact on how we think about the business
— Mr. Steve Sadove, President; Clairol