Key objective: to support a major brand repositioning and new brand philosophy emphasizing individual beauty - "A Beauty All Your Own." To that end, R/GA created a contemporary design showing diverse, empowered women for Clairol. This modern design emphasizes glorious hair, cosmetic feel and approachable beauty. The flash introduction and flash rollovers on the home page allow users to see many different models, each with A Beauty All Their Own. The model usage and clean layout integrate nicely with Clairol's print and online advertising - creating one view of Clairol for the customer. Another goal Clairol.com is to deliver relevant, interesting content and to begin building one-to-one relationships with haircolour enthusiasts. The site offers a wealth of hair tips and advice, positioning Clairol as an expert in the category. To support clairol's strategy of individual beauty and diversity, the Haircolor Consultation tool and Try It On Studio give users opportunities to select haircolor products, experiment with different colors online, and create A Beauty All Their Own. Clairol is continuing to roll out additional features to support the company's goals for Clairol.com. A work in progress, Clairol.com allows.