Liquicolor Permanente, the reinvention of the iconic Miss Clairol color line, was introduced to the press last month at the Clairol headquarters in Rockefeller Center in NYC. Beauty bloggers and editors were invited to see how the power of soy has been put to the test in the new formulation.
Danny Lapointe, Artistic Director for Clairol Professional, pulled me aside and ran his fingers through a model's hair as he said, “SOY4PLEX technology is used to infuse color while conditioning the hair from the inside out,” he said. "The new formula offers more conditioning, shine, long lasting results and multi-tonality and natural looking results. Really, I would not have believed it without actually seeing and feeling these results.”
According to Anita Gutierrez, Clairol Professional Lead Color Master, “The SOY4PLEX complex envelopes the hair shaft and even penetrates the cortex to smooth down the outside layer of the cuticle, which can become damaged and raised due to chemical processes. One of the most important features is that the new formula offers the same shade results as Miss Clairol with 100% gray coverage.”
Anita was equally excited about the 7 new shades (12AA-BV, 4G, 5G, 5RR, 4RRV, 3RRV, 2RRV) that have been added to the line. "They are perfect shades and make this a complete line," she said. "It results in 59 intermixable shades in 10 tonal pillars including neutral, gold neutral, gold, ash, intense ash, red neutral, red violet, red, intense red and intense red violet."
Colorists can visit http://www.clairolpro.com/news-offers for a shot at winning a year of free hair color and to get a sample of the hair color.
Photos from the press event: