NEW YORK — Just 11 months after acquiring Clairol, Procter & Gamble is showing how serious it is about its $4.95 billion investment — and in getting the brand back to its leadership position in hair color.

Next February, Clairol is unleashing the largest color initiative in its 71-year history with a new technology designed to deliver richer, deeper color. Dubbed ‘copper blocking,’ the technology aims to block the element copper, commonly found in hair via tap water, from reacting with dye molecules in hair color formulas. The objective is to prevent the copper from prematurely speeding up the coloring process, which can waste much of the product, leaving hair with a dyed color that is not as rich, vibrant or true in tone as it should be. Much of the formula, consequently, ends up being washed away.

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