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1.11 / INTRODUCING PRECISION FOAM COLOUR A REVOLUTION IN AT-HOME HAIR COLOUR FROM JOHN FRIEDA® HAIR CARE

THINK: Breakthrough foam technology for salon-precise coverage and salon-quality results.

WHAT IT IS: The first-ever permanent hair colour from the John Frieda® Hair Care experts. For decades, John Frieda® Hair Care has been the go-to resource for colour care, offering prescriptive formulas designed to illuminate and enrich every shade of blonde, brunette and red. Now the experts behind the ultimate in colour care introduce the ultimate in premium at-home colour: John Frieda® Precision Foam Colour. The innovative new collection represents a true breakthrough in the at-home colour experience, offering salon-caliber coverage for flawless results. By combining Kao Brands’ breakthrough, patent-pending foam technology and the John Frieda® brand’s heritage of stylist expertise, John Frieda® Hair Care is able to recreate salon colour results at home.

FROM THE EXPERT:“In the past, I’ve always advised clients against at-home colour because it’s just been impossible to get the same even coverage that colourists can achieve at the salon,” explains Harry Josh, John Frieda® International Creative Consultant. “Precision Foam Colour makes even, flawless colour possible for the first time—making it easy for women to get precise coverage. And with stylist-selected shades, there’s no way to tell that the at-home colour isn’t straight out of the salon.”

Until now, women have encountered two barriers to achieving salon-caliber results at home: coverage and colour. With Precision Foam Colour, John Frieda® Hair Care addresses both these issues in a revolutionary way, putting colourist expertise in women’s hands. An innovation seven years in the making, the breakthrough at-home colour harnesses proprietary foam technology developed by Kao’s R&D facilities in Japan to minimize the uneven coverage and patchiness typical of at-home colour. Massaging the innovative foam into hair provides even coverage effortlessly—the kind of flawless colour previously only available at the salon. Easy to apply, the non-aerosol foam formula spreads evenly through hair, saturating every strand completely—even the back of the head, roots and hairline. The proprietary foam colour technology promises unprecedented access to salon precision, empowering every woman to be her own colourist in a way no other at-home colour can.

The 20-shade palette collection was developed in conjunction with the John Frieda® Creative Colour Director, and sought-after U.K. colourist, Nicola Clarke, who is responsible for some of the most iconic hair colours in Hollywood. With an array of options for blondes, brunettes and redheads, the collection brings a salon shade spectrum home. In combination with Precision Foam Colour’s virtually foolproof foam coverage, the shade range effectively addresses the other common at-home colour complaints: dull, flat, uneven, or unnatural colour. With its stylist-selected shades and patent-pending foam technology, the unprecedented hair colour ensures effortless application and complete coverage for natural-looking, salon-quality results. No mess, no drips, no stains—just gorgeous hair from every angle. The revolutionary colour provides 100% grey coverage and vibrant shine with long-lasting results, offering salon precision at home.

“Part of what traditionally sets salon colour apart from at-home colour is the quality of the shades,” explains Clarke. “I worked with John Frieda hair care to create shades that closely reflect what I really use in the salon—there’s a full range of natural, luminous colours for blondes, brunettes, and redheads, giving women access to a caliber of colour usually found in the salon.”

HOW TO USE: Squeeze the center of the bottle to dispense foam into a gloved hand and apply directly to hair. Simply massage foam into hair with fingertips to thoroughly cover each strand from root to tip. The foam easily coats even the most hard-to-reach areas, including the back of the head. Let stand for 20 minutes (30 minute for grey coverage) and rinse with lukewarm water until water runs clear. Apply conditioner and leave in for 2-5 minutes before rinsing.

WHAT IT COST: $12.99

WHERE TO FIND IT: Food, drug and mass retailers nationwide

LAUNCH DATE: March 2011

Kao Brands Company is a leading manufacturer of premium beauty care brands that are recognized around the world for their innovation and quality. Kao Brands Company's portfolio includes Ban® antiperspirants; Jergens® and Curél® hand and body lotions; Bioré® facial care; John Frieda®, Frizz-Ease®, Root Awakening®, Luxurious Volume, Sheer Blonde®, Brilliant Brunette®, Radiant Red®, Full Repair™, Precision Foam Colour and Luminous Color Glaze® professional hair care. Founded in 1882, Kao Brands Company is a wholly owned subsidiary of Kao Corporation.

FOR MORE INFORMATION, PRODUCT IMAGES OR SAMPLES:

LAUREN DONNER/ANNIE NASLUND
TRACTENBERG & CO./212.929.7979

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