Industry News

Liquicolor Permanente: Reinventing Color

July 10, 2011 | 11:24 PM
Liquicolor Permanente: Reinventing Color

Clairol Professional has reinvented the venerable Miss Clairol brand with Liquicolor Permanente, for color that provides as much as 84 percent more conditioning properties than leading professional cream colors.

Liquicolor Permanente contains Soy4plex technology for rich, healthy-looking hair color. The new formulation will deliver the same consistent, easy-to-use color that has always been delivered by Miss Clairol, but with improved condition from the proprietary Soy4plex.

Liquicolor Permanente expands on the Miss Clairol palette with 59 intermixable shades in 10 tonal pillars for accurate shade selection. The tonal pillars include neutral, gold neutral, gold, ash, intense ash, red neutral, red violet, red, intense red and intense red violet. The new launch also includes seven new shades— 12AA-BV, 4G, 5G, 5RR, 4RRV, 3RRV, 2RRV.

Clairol Professional Artistic Director Danny Lapointe says, “They said it would be more conditioning, but I was amazed when I actually felt the difference. Clients and stylists are going to be thrilled with these results.” Visit to register for a free sample kit or enter the sweepstakes to win free color for a year. Read about the launch.

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