It contains damage blocking technology with hair dye molecule ME+ for a gentle formula
Clairol has announced it will be releasing a new Nice’ n Easy colour care formula in January.
The new treatment combines damage blocking technology with newly developed hair dye molecule, ME+.
ME+ is a replacement molecule for existing hair colour dye compounds, PPD and PTD; by using ME+ there is less risk of allergic reaction for consumers.
“For several decades, hair colour manufacturers in partnership with top universities have been searching for an alternative to PPD and PTD. All results have come with a colour result compromise, so weren’t enabling a solution,” said Dr Carsten Goebel, certified expert in Toxicology (DGPT) and Immunology (DGfI) and Coty's leading toxicologist and expert in skin sensitisation.
“ME+ is the first primary intermediate in the permanent hair colour category to strike that balance,” he continued.
The Coty-owned brand has also added a new ‘ammonia trapping’ technology to its hair dye, which replaces the unwanted smells with a fragrance scent of lily, green apple, mimosa and pear.
“Clairol was a trailblazer in the category, and it’s thrilling to see the brand reinvent what home hair colour can achieve with the launch of Clairol Nice’ n Easy Colour Care,” said Rosi Ajjam, Senior Vice President for Retail Hair at Coty.
The new formula will span the full range of 53 shades in the collection and will be available in the UK.