NEW YORK — John Frieda, which is part of Kao Brands, has introduced its at-home hair color range.
The precision foam color line combines patent-pending proprietary foam color technology and John Frieda's heritage of stylist expertise in a 20-shade palette collection, which helps users recreate salon color results at home, John Frieda said. The products are designed to minimize the uneven coverage and patchiness typical of at-home color with an easy-to-apply, nonaerosol foam formula that spreads evenly through hair.
“In the past, I’ve always advised clients against at-home color because it’s just been impossible to get the same even coverage that colorists can achieve at the salon,” said John Frieda international creative consultant Harry Josh. “Precision foam color makes even, flawless color possible for the first time — making it easy for women to get precise coverage. And with stylist-selected shades, there’s no way to tell that the at-home color isn’t straight out of the salon.”
In late March, John Frieda released a short film to support the launch of its at-home hair color range, starring actress Katie Holmes.
The John Frieda precision foam color line retails for $12.99 and is available at food, mass and grocery stores nationwide.