Clairol redesigns formula, intros Nice 'N Easy Color Care

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Clairol redesigns formula, intros Nice 'N Easy Color Care

By Gisselle Gaitan - 01/29/2018
Clairol is redesigning it's classic Nice 'N Easy hair dyes with the launch of Nice'n Easy Color Care. The new line teams damage blocking technology with a revolutionary hair dye molecule, ME+, to create an allergy gentle formula that conditions in every step, the New York City-based company said.

The Coty-owned brand's new patented permanent hair color technology helps block damage with EDDS technology, which encapsulates copper and prevents it from reacting with water and other free radicals to keep the cuticle healthy and smooth.

"Coloring your hair is one of the boldest ways to change your look and your perspective. Making that change at home, yourself, requires a lot of bravery and raises many questions," Rosi Ajjam, SVP retail hair at Coty, and the architect of Clairol's recent redesign said. "As a long-time category leader and innovator in at-home hair color, it's our responsibility to partner with women in this process. Our first step was taking an in-depth look at people's concerns — fear of damage or achieving an unnatural result; and annoyance with messy and smelly formulas. From there, we created a breakthrough product to tackle those concerns directly. Our intention for the new Clairol Nice 'N Easy is to empower women to color fearlessly. From a technical perspective, this means blocking damage with conditioners at every step, in an allergy-gentle formula, for beautiful, natural-looking hair. On the emotional side, this means looking and feeling your absolute best, and hopefully tackling the day with a little less fear."

The no-drip, cream Color Care formula features conditioners and antioxidants at every step of the coloring process, alleviating the feeling of dry, brittle hair, the company said. Clairol also has added foaming technology that the slows the rate at which ammonia evaporates, significantly reducing the odor and replacing it with a fresh, lily scent.

Every shade that previously existed in the Clairol Nice 'N Easy collection will be featured with the new formula, and the company also will expand the range of products to 47 shades.