Color Wow Root Cover Up, £28.50
After years in development, new American hair care brand Color Wow launches in the UK.
From the team behind the multi-award-winning John Frieda Frizz-Ease and Sheer Blonde ranges, comes America’s latest hair care export. Color Wow is about to launch here in the UK, and we’re certain it’s going to shake up the British beauty market.
Color Wow is a new hair care range formulated to work with coloured hair, as well as treat those pesky greys or roots in moments. Four new products comprise the collection; a mousse, a styling product, a hair-protecting product, and a root cover up that is unlike anything you’ve ever seen before.
After years in development and with a creative team made up of some of the world’s leading hair experts and talents, the range aims to give you colour as vibrant and healthy looking from the day you stepped out the salon. And with over 75% of women in the UK colouring their hair, there’s certainly a strong market just waiting to snap the products up.
First up is the Color Wow Brass Banned Mousse, which comes in a choice of two hair care colours, for blondes and brunettes. Alcohol-free and formulated with plasticizers, this product won’t dry and give you that dreaded ‘crisp’ other mousses do. Plus, with one for blondes, one for brunettes, whichever you pick will help to counteract the brassy tones coloured hair tends to take on after styling and several washes.
Everyone knows coloured hair needs extra protection before heat styling, and thankfully, so did the brains behind Color Wow. The Pop & Lock uses innovative shellac technology and super hydrating ingredients to trap in colour and lock out dryness. In tern, colour is protected and your hair shines without looking false – think of it as a manicure for the hair.
A quick-fix One Minute Transformation styling cream has also been crafted to sort out even the worst of bad hair days – which we’re loving in the StyleNest office to take us from desk to after-work event in an instant. Coloured hair or not, this product is simply brilliant.
But by far the hero product of the collection is the Color Wow Root Cover Up. This nifty product, which Color Wow’s Gail Federici coined ‘the iPhone of hair care’, will touch up greys or roots between salon visits, whilst looking completely natural. The palette, which comes in a choice of four colours from blonde to black, comes with a retouch tool to cover those unwanted patches – it’s literally like Photohop-ing your hair in front of the bathroom mirror. The best bit is it only takes seconds, won’t change the texture of your hair and is totally resistant to rain – a necessity if you live here in Blightly.
Prepare for you and your hair to be Wow’d.
The full range will be available in the UK from July on QVC, Victoria Health and at Space NK. Prices start at £14.