Revolution for sale

If a revolution is not accessible, tangible, and replicable, how on earth can it be a revolution? "Because I'm worth it" and "Does she or doesn't she?" were powerful, then precisely because they were commercials, for commercials come with products attached, and products offer something that songs and poems and political movements and radical ideologies do not, which is an immediate and affordable means of transformation. "We discovered in the first few years of 'Because I'm worth it' campaign that we were getting more than our fair share of new users to the category - women who were just beginning to color their hair," Sennott told me. "And within that group we were getting those undergoing life changes, which usually meant divorce. We had far more women who were getting divorced than Clairol had. Their children had grown, and something had happened, and they were reinventing themselves." They felt different, and Ilon Specht gave them the means to look different - and do we really know which came first, or even how to separate the two? They changed their lives and their hair. But it wasn't one thing or the other. It was both.

Malcolm Gladwell

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