Clairol moves into new color category with Color Crave Hair Makeup

NEW YORK — Coty’s Clairol Brand is entering a new color category with the launch of its Color Crave Hair Makeup. The washable hair makeup is designed with 3-D crystals that allow users of all hair colors and textures to play with metallic color looks.

The product can be used to add a highlight to a shopper’s hair, create an ombre effect or show off a variety of color. Users apply it with a swipe of the sponge applicator and set it with a blow dryer. This step removes the water as the heat traps the metallic crystals and bonds them to the hair surface, according to the company.

Color Crave Hair Makeup is free of ammonia, peroxide and parabens, and is available in six shades — amethyst, ruby, platinum, rose gold, copper and bronze. The product has a suggested retail price of $10.99.