Who We Are
Conceived by Gail Federici, CEO of Federici Brands, and formulated by cosmetic chemist Dr. Joe Cincotta, Color Wow offers a complete range of technologies that resolve problems associated with color-treated hair. For the 75 percent of women who color their hair via single process, highlights or a combination of both, according to Color Wow, their products address the issues of roots, brassiness, dullness and fading, helping clients to save themselves money, stress and time.
CEO Gail Federici shares how Color Wow’s hero product, Root Cover Up, answers a universal problem.
Our Root Cover Up offers a very new and major growth opportunity for salons. We recommend having the colorist match their client before they begin to color. This offers clients a way to keep their color looking perfect until they return to the salon. We also recommend that stylists offer to cover the roots of their clients for an extra $5 that can then be put toward the purchase of a Color Wow Root Cover Up. This is becoming very popular at the blowdry bars.
There is no question that our Color Wow Root Cover Up has generated the most buzz; it has received more than 30 industry awards. The problem of roots has been a bane for women for decades; there has never been a really good solution, as products were messy, unnatural, sticky or wet. Color Wow Root Cover Up is precise, easy, stays on until you shampoo, and can even cover dark roots without peroxide. It’s the answer to a pervasive problem and, as such, has been universally embraced with unprecedented enthusiasm.
We have a 25-year legacy of problem solving. We identify problems clients have with their hair and try to develop solutions. We are not ingredient-led, and we do not have a hero ingredient that we use throughout our line. Each product addresses a specific issue and is formulated with whatever ingredients it takes to solve that issue.