The concept reimagines classic blonde characters including the blonde bombshell, '90s grunge blonde, Y2K queen, blonde popstar and the future blonde. The characters were then placed into environments that evoked their persona while calling a hair distress hotline about their less-than-cool, brassy strands. On the line is Amanda Lepore to the rescue —sharing her secret to the perfect cool-toned hair: Bust Your Brass.
“Blonde has always represented something beyond just the color itself,” shares Vita Raykhman, Creative Director of amika. “We approached the campaign by first exploring and rethinking the classic blonde archetypes, and then selected the inimitable Amanda Lepore to be the sharer of our blonde maintenance secret.”
The rich, ultra-violet Bust Your Brass collection works to tone brassy hues, repair damaged hair and prevent future breakage. Formulated with sea buckthorn, bond cure technology, vegan proteins and plant butters— the same ingredients found in amika’s new Repair Collection products—plus brass-busting, ultraviolet pigments that counteract yellow tones, this is blonde maintenance made easy for the strongest, brightest blonde yet.
Lepore, famous for her one-liners about her beauty routine, loves to share her advice for maintaining blonde hair. “You must pamper your hair and make it happy. Your hair should always be conditioned with Bust Your Brass to get the yellow tones out, so your hair maintains the perfect shade of blonde,” which for Amanda is her signature shade of pillowcase-white, inspired by classic Hollywood blonde bombshells Jayne Mansfield and Marilyn Monroe.
The new products are available now at loveamika.com, Sephora and professional salons nationwide.
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