Coty-owned hair care company Clairol has announced the launch of its Color of Confidence campaign as part of its Nice ‘n Easy relaunch.

Lauded as a ‘huge step’ in modernizing the brand to appeal to old and new consumers alike, the campaign is said to be the next step in its ‘color fearlessly’ tagline, with the brand looking to connect with their customers on a new level through messages of confidence and empowerment.

As part of the campaign, Clairol worked with 100 real women of all ages and ethnicities, foregoing models, in order to action change regarding confidence and to challenge one-dimensional beauty ideals.

The campaign is documented in a short film, which highlights the real women and follows them on a journey to self-confidence and the boost in self-assurance after hair coloring.