Taking a lead from the success of direct sales companies using local representatives, Clairol has gone beyond the confines of an interactive website and on-box instructions, and partnered with House Party, a company that specializes in at-home parties.

The marketing firm selected 1,000 women nationwide to act as hosts to throw specialized hair color parties in their homes for friends and relatives. Participants were provided with educational materials, videos and background information to help guests evaluate and make color choices in the comfort of their home.