John Frieda is planning to break into hair color for the first time with his new line, Precision Foam Color. Launching exclusively in the U.K. market in November, the new color will be distributed in foam form, as it's name suggests, and is applied to hair like shampoo, rather than section by section as is traditional for home hair dyes.
The new foam form will mean much less mess, the Frieda team promises. “Dripping is at a minimum, product application is easy and color results are uniform,” a company rep told WWD. Each kit contains developer, colorant, foamer, professional gloves and a Colour Keep Conditioner.
To apply the foam, first mix the developer with the colorant and then squeeze the foam onto gloved hands. Massage the foam into the hair where the foam is supposed to expand to cover hair completely. After rinsing, the Colour Keep Conditioner is applied. Frieda promises rich, lasting color without the messy cleanup that's typical with most hair coloring applications.
Nicola Clarke, creative color director for John Frieda, collaborated on the 20-color range. John Frieda Precision Foam Colour will be carried at Boots, Superdrug, Tesco and Sainsbury for 9.99 pounds, or $15.92 at current exchange in the U.K. BUT…….don't nab your ticket to the UK just yet, the products are expected to hit U.S. drugstores in April!
Article Source: WWD
Photo Source: threepointdesigns.com
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