In a glaze
John Frieda says he is creating a brand new C&T category by bringing salon glazing, promising to give shine and add colour, to the premium mass market.
Colour Illuminating Technology is a patent pending blend of shine booster and mild dyes that works without using ammonia or peroxide and without requiring gloves for application. It contains lightweight silicones and conditioning agents said to smooth the cuticle and coat each hair evenly along the shaft.
“Hair has a negative charge, especially if it’s damaged. Traditional colourants have a positive charge and have a tendency to attach to more damaged hair, potentially resulting in uneven colouring,” says Frank Lin, head of R&D at John Frieda. “Luminous Colour Glaze is unique in that is utilises negatively charged colourants and a penetration enhancer to ensure even colouration.”
The product is applied as an additional stage following shampooing and conditioning and is rinsed out after three minutes. After one use hair is reported to be shinier while colour builds and intensifies gradually to achieve optimal enhancement after six to eight washes, although continued use is required to maintain the optimal effect. The formula is said to be gentle enough to be used at every wash, including daily.
There are five shades - two blonde, two brown and one red - with colour names to tie them in with John Frieda’s Sheer Blonde, Brilliant Brunette and Radiant Red shampoos, conditioners and styling products, with which they are designed to work in conjunction.
Price: 190ml, £6.99
Availability: US & Europe
Launch: Now