Procter & Gamble is the world's number one producer of daily necessities, and clairol ranks second in the American hairdressing industry. In April, 2002, P&G acquired clairol brand for nearly 5 billion dollars, making clairol the fifth hairdressing and hair care brand under P&G after Rejoice, Pan Ting, Head & Shoulders and Sassoon.
The original four brands of P&G are mainly shampoo and hair care, and the products are mainly chemical components. Clairol's herbal essence series comes from natural plants, and its hair dyeing series makes up for the deficiency of P&G stereotyped products.
P&G owns five brands: Rejoice, Pan Ting, Head & Shoulders, Sassoon and clairol. Multi-brand strategy is a major feature of P&G's success.
Rejoice users are targeted at business people who don't have much time to dress up. Pan Ting's conditioner is particularly good; Sassoon can be used not only for hairdressing and hair care, but also for styling. Clairol, on the other hand, is a product that regulates people's emotions and attracts young people who like novelty most.
P&G's five products all have their own "personality". Through the publicity and promotion of this "personality", a group of consumers have been trained. Once consumers think that a product is "suitable for them", they establish their loyalty to the product.