Dr. Sabrina Segal

Jobs are falling by the wayside. The price of fuel is out of control and foreclosures are at an all time high.

America is tightening its belt. Personally, I’ve lengthened time between hair appointments; I don’t go out to dinner as much and probably won’t be buying a new car anytime soon – or maybe I’ll buy a hybrid. We’ve all grown accustomed to a certain lifestyle, but in these tough times, some things have to take a backseat.

While many women are planning to go to the salon less frequently, letting those natural roots show a little longer, others are headed to the drug store aisle for the perfect boxed hair color to maintain their colorful tresses.

Nice & Easy has launched a new line of premium hair color called “Perfect 10” which hit the shelves earlier this month. It’s backed by an ad campaign that lauds the 10 reasons a woman should color her hair beautiful. The 10-minute application is a prime selling point and is apparently the inspiration for the “ten” theme.

Mark Jeffreys, brand manager for Clairol Nice and Easy, said his company has shifted its marketing focus to those forgoing visits to the salon. Jeffrey’s says companies like his are putting an emphasis on forging new relationships while their competitors lay low and slash advertising and marketing budgets, probably to their demise.

Marketing experts agree with Jeffrey’s strategy. Companies such as Clairol, that stay the course, will most likely emerge from the downturn stronger and command a larger share of the market when the economy corrects itself.

What will you “give up” as the economy cools? Do you see yourself moving away from salon luxuries and others? What other products can you say have shifted their market focused to the economic downturn?


Graphic Credit:
Sabrina Segal