THE EVENT: The press launch of Liquicolor Permanente, the reinvention of
the iconic color line, Miss Clairol. Members of the beauty press attended a power
presentation of models at Clairol headquarters in Rockefeller Center in New
THE DETAILS: Officially “revealed” November 1, the power of soy has been put to the test. “Soy4Plex technology is used to infuse color while conditioning the hair from the inside out,” says Danny Lapointe, Artistic Director for Clairol Professional. “The new formula offers more conditioning, shine, multi-tonality and longlasting, natural-looking results.”
Clairol’s Danny LaPointe and Anita Gutierrez explain the technique used on the model.
HOW IT WORKS: “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,” says Anita Gutierrez, Clairol Professional lead color master.
“One of the most important features is that the new formula offers the same shade results as Miss Clairol with 100-percent gray coverage.” For more product details, click here.
COMPETE: Be one of the first stylists to experience the color by visiting clairolpro.com to register for a free sample kit. Or, enter the sweepstakes to win free color for a year.
Models show off the new shades.