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Color Wow Root Cover Up goes red


NEW YORK — Color Wow has introduced its latest shade of Root Cover Up — red.  

Winner of 28 major beauty industry awards, Root Cover Up is for women who color or highlight their hair. The mineral-powder formula seamlessly covers both gray roots and dark re-growth by binding with hair and perfectly in place until shampooed out, the company stated.

And now it's available in a red shade that has been tweaked and tested over the last two years to work for a variety of red tones, from ginger to copper to auburn.

"Since we launched Root Cover Up, we’ve been fielding countless calls and emails for a red shade. There are so many different shades of red that it’s been a difficult process determining the best combination of pigments to create a versatile blend. But we’ve created a shade that will work on red heads from Jessica Chastain to Julianne Moore to Florence Welch,” stated Color Wow CEO Gail Federici.

The new Root Cover Up shade will be available in June for $34.50 at Ulta Beauty, QVC and online at


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