John Frieda is for the first time getting into the hair color category with a new line called Precision Foam Color, which launches in the U.K. market in November.
This story first appeared in the October 11, 2010 issue of WWD. Subscribe Today.
As the name suggests, the color is distributed in foam form and is applied to hair like shampoo, rather than section by section as is traditional for home hair dyes.
The foam means “dripping is at a minimum, product application is easy and color results are uniform,” according to John Frieda, which is owned by KAO Corp. Each kit contains developer, colorant, foamer, professional gloves and a Colour Keep Conditioner.
To apply the foam, the user first mixes the developer with the colorant and then squeezes the foam onto gloved hands. Then the user massages the foam into the hair. The foam is said to expand to cover hair.
After a rinse, the Colour Keep Conditioner is applied.
Nicola Clarke, creative color director, has collaborated on the 20-color range. John Frieda Precision Foam Colour will be carried at Boots, Superdrug, Tesco and Sainsbury for 9.99 pounds, or $15.92 at current exchange.
The products are expected to hit U.S. drugstores in April.