Clairol Exec On Morpho Butterflies, Gen Zers And Color Crave Hair Makeup

Coty's metamorphosing Clairol brand unveiled washable Color Crave Hair Makeup over the summer, touting the launch as a new category of innovation for consumers seeking healthy, commitment-free shimmer. In an exchange with the Rose Sheet, the brand's VP of Global and US Marketing Anna Vorrias discusses the line's genesis, technical triumphs, promotional strategy and reception to date.