CLAIROL CHEERS FOR TEAM INTENSE
By Adnews Staff
Montreal-based Clairol Canada is in the midst of an awareness and sampling program to promote the "radical" new shades in its Herbal Essences Permanent Haircolour line. According to Clairol, the awareness effort targets young Canadians, who are the fastest growing group of hair colour users today. Three "Team Intense" cheerleading groups, consisting of seven people per group, are performing at various youth-oriented and sporting events in Toronto and Vancouver between October 18 and 28 and in Montreal between October 12 and November 25. Each "Team Intense" member displays one of the new Herbal Essences shades: intense copper, intense ruby and intense burgundy for women and sandstorm-burnished blond, desert-intense red and purple-haze black for men. In an attempt to encourage trial of the product line, "Team Intense" members will give away coupons for a free box. National television and print advertising is also currently promoting the Herbal Essence Permanent Haircolour line. The television spot was adapted for the Canadian market by Clairol, which also created the print ad. The "Team Intense" awareness and sampling program is being handled by S&MG of Montreal. Public relations are being handled by BenchMark Porter Novelli.