Clairol Nice ‘n Easy is a popular brand of permanent hair dye that has been around since the 1970s. Over the decades, it became one of the top selling hair color brands in the United States. However, in recent years, Clairol Nice ‘n Easy has undergone some significant changes that have led many loyal users to wonder, “What happened to Nice ‘n Easy?”
The History of Clairol Nice ‘n Easy
Clairol introduced Nice ‘n Easy as the first shampoo-in hair color in 1971. It was revolutionary for allowing women to color their hair at home easily and avoid visiting the salon. The brand quickly caught on, driven by memorable marketing campaigns like “I’m gonna wash that grey right outta my hair” and the iconic images of women emerging from the shower or bath with noticeably darker and shinier hair.
For decades, Nice ‘n Easy dominated the home hair color market. The technology improved over the years as Clairol introduced new innovations like auto-mix formulas and built-in conditioners. By the 1990s, Nice ‘n Easy had over 50 different shades women could choose from to match their natural hair color. The brand had managed to make home hair coloring simple, hassle-free, and achievable for women of all ages.
The Decline of Nice ‘n Easy
In the 2000s, Clairol Nice ‘n Easy began to lose some ground to competitors. Rival brands like Revlon and L’Oreal introduced new innovations and marketing that chipped away at Nice ‘n Easy’s market share. Some key factors in the brand’s decline include:
- Growing competition in the hair color market – More brands offered at-home hair dye in more natural looking shades and formats like highlights.
- Backlash over ingredients – Nice ‘n Easy came under fire for using harsh chemicals like ammonia and pthalates.
- Changing consumer preferences – More women wanted salon-quality dye results and were willing to pay more for premium brands.
- Market fragmentation – The hair color category expanded with more niche options for grey coverage, semi-permanent color, root touch-ups, etc.
While still one of the top brands, Nice ‘n Easy saw its market share drop from over 50% in the 1980s to around 13% by the 2010s. The brand didn’t innovate or keep up with what customers wanted compared to trendier competitors.
Recent Changes to Nice ‘n Easy
In the last few years, Clairol has tried to turn around declining sales of Nice ‘n Easy by updating the brand’s image and products. Some of the major changes include:
- New packaging – Ditched the old plastic bottles for sleeker, modern tubes and rebranded the logos and box designs.
- Formula updates – Removed ammonia and other harsh chemicals from the permanent dye lines. Added new complexes like keratin and collagen to condition hair.
- Trendy colors – Expanded the color palette beyond natural shades to on-trend hues like burgundy, rose gold, and ash blonde.
- Targeted offerings – Introduced new products like Root Touch-Up and 5-Minute Foam designed for specific hair color needs.
The brand has tried to shed its outdated image and appeal to younger, savvier consumers looking for salon-style results. The formula improvements in particular have helped win back some customers who were concerned about the ingredients in the old Nice ‘n Easy lines. However, the changes have not come without controversy.
Reviews of the New Nice ‘n Easy
Reviews of the updated Clairol Nice ‘n Easy formulas have been mixed. Many loyal users who switched to the new “No Ammonia” versions complain that the results are not the same:
| Complaints About New Nice ‘n Easy | Examples |
|---|---|
| Less grey coverage | “The new formula doesn’t cover grey hairs as well. I have to use it more frequently.” |
| Color fades faster | “My color faded back to grey in just a few weeks compared to lasting 6-8 weeks before.” |
| More hair damage | “My hair felt drier and more damaged after coloring with the new ammonia-free formula.” |
| Unreliable results | “Sometimes I get good color results, other times it’s splotchy or uneven with the new formula.” |
However, other customers appreciate the removal of ammonia and praise the new formulas for conditions like this:
- “My scalp doesn’t burn anymore when I color my hair.”
- “I can smell less odor now during the coloring process.”
- “My hair feels softer and smoother after using the collagen-enriched color.”
- “The new colors give me vibrant results without being overly brassy.”
It seems the results vary widely based on individual hair types and needs. Some women are willing to sacrifice longevity for gentler formulas while others want their tried-and-true results back.
Why Did Clairol Change the Formula?
Clairol has not officially stated why they changed the Nice ‘n Easy formula to remove ammonia. However, the likely reasons include:
- Health concerns – Ammonia is a known skin and eye irritant that some link to hair damage with long-term use.
- Consumer demand – Many women wanted more natural formulas without harsh chemicals.
- Regulation – Europe banned ammonia in higher concentrations from hair dye.
- Competition – Rivals like L’Oreal launched ammonia-free lines seen as healthier and gentler.
It was probably a mix of these factors that pushed Clairol to move away from its old formula. However, removing ammonia also affects the dye’s coloring performance. This has led to some backlash from customers who want their reliable results back.
Will Clairol Bring Back the Original Formula?
There is debate among consumers on whether Clairol should revert to Nice ‘n Easy’s original high-ammonia formula. Some diehard fans continue to petition for the company to bring it back. They argue the new versions simply don’t provide the same gray coverage and lasting color.
However, it’s unlikely Clairol will completely abandon the newer ammonia-free lines. The industry trend is clearly toward more natural ingredients and positioning. And many customers do appreciate the gentler experience of the new formulas. If anything, Clairol may opt to release a separate ammonia-added line for women who want the original performance. But the brand is more focused on improving the new lines to address common complaints.
In the short term, Clairol seems committed to the lower ammonia Nice ‘n Easy products. They are trying to tweak the formulas to optimize performance while maintaining the gentler positioning. It may be a difficult balancing act, but necessary for the brand to appeal to modern beauty consumers. Ultimately, Clairol hopes to hit the sweet spot that satisfies both performance and health demands.
The Future of Nice ‘n Easy
While still a major player, the hair color market is now far more fragmented with many new competitors. To stay relevant, Nice ‘n Easy will need to continue evolving. Some directions the brand could head in include:
- More natural, botanical-based formulas
- Greater personalization based on hair type and needs
- At-home color consultation apps and tools
- Subscription and auto-replenishment options
- Salon partnerships for unique coloring services
Partnerships with social media influencers and celebrities could also attract new users to the brand. Overall, Clairol will need to leverage digital engagement, personalization, and innovation to appeal to modern shoppers. The days of dominating the category with a single formula in plastic bottles are likely over.
While longtime devotees may miss the old days of Nice ‘n Easy, the brand’s willingness to change with the times is necessary. The hair color market will continue evolving quickly, and brands that don’t adapt risk going out of style. Clairol will aim to strike the right balance between listening to core consumers while appealing to new preferences. If they can achieve that balance, Nice ‘n Easy could see its fortunes improve despite a bumpy transition in recent years. But the brand will always be remembered fondly for empowering generations of women to take hair coloring into their own hands.
Conclusion
Clairol Nice ‘n Easy has undergone big changes in recent years to remove ammonia and update its branding and products. This has alienated some longtime users who want the old formula back for reliable gray coverage and longevity. However, the brand decided it needed to respond to consumer demand for more natural ingredients and evolving preferences. While still adapting, Nice ‘n Easy will likely retain some of its new gentler formulas but may also release ammonia-added options. The brand must continue balancing performance with health factors to stay competitive. But its willingness to change gives Nice ‘n Easy a fighting chance to retain relevance even after over 50 years on the market. The iconic hair color brand still has an opportunity to get it “right” again for new generations of women.
