At-home hair color giant Clairol is in the midst of a major rebrand – its first in over 60 years. The refresh began with the launch of its Color of Confidence campaign, comprising a film featuring diverse models, new packaging, a revisited formula and floral scent.

Phase two commenced last weekend, with New York shoppers invited to visit Clairol’s multi-sensory SoHo pop-up, which is said to bring the product benefits to life through technology. Visitors to the store can see, smell, touch and even taste the innovation behind Clairol’s new Nice’n Easy at-home hair color from now through April 1st.

“While other beauty treatments have come to be appreciated as healthy indulgences, hair color has been seen as maintenance grooming for far too long,” said Anna Vorrias, Vice President Clairol Global and US Marketing at the opening event.

Coty is hoping that the Loft – located at 579 Broadway – will reignite the excitement for this well-known brand and reintroduce consumers to the possibilities of at-home hair-color.