Clairol Perfect 10 Hair Color celebrated its successful February 2008 launch into the mass market Tuesday evening at the Stephan Weiss Studio in Manhattan’s West Village.
In attendance were dozens of beauty editors along with family and friends, some of whom took part in using the at-home hair color for the very first time earlier in the month.
Before and after pictures were presented at the event, which was also attended by a slew of P&G team members, including Tara Brown, Clairol marketing director; Brent Miller, associate director, Global Retail Color and North America Professional Care; Jason Backe, Clairol Color Director; Mark Jeffreys, Nice ’n Easy Brand Manager; Katie Burke, Nice ’n Easy Assistant Brand Manager; Jeffrey Miller, Procter & Gamble Research and Development; Mollie Wheeler, Specialist, North America Retail Haircolor, and Marcy Cona, Clairol Creative Director of Color & Style.
To formulate Perfect 10, P&G created amino glycine, a combination of ammonium carbonate, hydrogen peroxide and glycine. The result is a hair color that addresses many consumer issues with coloring hair at home, such as timeliness (Perfect 10 is designed to work in 10 minutes); odor (a reformulation has yielded a lightening system that smells not unlike a shampoo), and quality (lower pH levels in the lightening system means less damage to hair, said P&G officials).
Four new shades are launching in January, which will bring total shade selection up to 24.
