How Praytell Made DIY Hair Colour Feel Less Scary (and More Fun)

 For years, at-home hair colour has felt intimidating for many women. From the fear of choosing the wrong shade to concerns about patchy results, the salon has remained a comfort zone for hair transformations. But what if changing that perception could open up a whole new world of confident, empowered consumers? That was the question Clairol asked—and the challenge Praytell, an award-winning integrated marketing agency, was proud to solve. 

The Problem: At-Home Hair Colour Is Scary 

The truth is simple: many women are scared to colour their hair at home. They worry it won’t turn out right. They worry they will mess it up. And above all, they don’t want to look anything less than their best. That fear has kept at-home hair colour products on the shelf and customers in salon chairs. Clairol wanted to change that. They wanted women to feel confident using their products at home, without losing the salon-level results they love. 

The Idea: Bring the Salon Home 

That’s where Clairol House Calls came in. Instead of asking customers to figure it out on their own, we flipped the script. We partnered with GlamSquad, a popular beauty-on-demand service, to offer free, at-home hair colour appointments. Women could book sessions with professional stylists who guided them through the process, step-by-step, in their own homes. 

This wasn’t just a beauty appointment. It was a hands-on learning experience, where women could watch, ask questions, and gain the confidence to eventually do it themselves. We didn’t just tell them Clairol was easy to use—we showed them. 

Our Integrated Approach 

As an integrated marketing company, we knew success would take more than just a great idea. We built a fully connected campaign, combining real insights, content, partnerships, and outreach. 

We used survey data to back up our messaging. We worked with celebrities and influencers to lend credibility and style inspiration. And we created targeted content that resonated with our audience across digital channels. From media coverage to social storytelling, every touchpoint was aligned to empower women and change perceptions. 

The Results: Big Buzz and Real Change 

The response was incredible. Within weeks, over 150 House Call appointments were booked. We saw more than 1.8 billion earned impressions, with 34 media placements in outlets like E! News, ShopGMA, and Forbes. Our partners produced 24 unique social assets, adding more authenticity and reach to the campaign. 

But the biggest win? We helped real women feel less afraid to try something new. We made at-home hair colour approachable, exciting, and even a little fun. That’s the kind of impact we love to create. 

What This Campaign Taught Us 

Clairol House Calls wasn’t just about selling more product—it was about changing habits and building trust. By meeting women where they are (literally, in their homes), we removed fear and added guidance. We showed that great results don’t always require a salon chair. And we reminded our audience that they have the power to feel beautiful, confident, and in control. 

It also reinforced what we already believe at Praytell: integrated marketing works best when it meets people with empathy, insight, and creativity. 

The Power of Integrated Thinking 

This campaign is a great example of what happens when creative thinking meets strategic execution. From influencer partnerships to data-driven storytelling, every part of Clairol House Calls was designed to work together, with one clear mission: to give women the confidence to colour their hair at home. 

At Praytell, we bring that same thinking to every client we work with. As a leading integrated marketing company, we’re all about finding smart, bold ways to help brands connect with their audiences in meaningful ways. 

Want to launch a campaign that not only performs but truly matters to people? Let’s talk. 

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