ENGLEWOOD CLIFFS, N.J. — Actress and model Molly Sims has partnered with Unilever’s Nexxus to promote the launch of its new Assure color care collection.
The collection features a Pre-Wash Primer, the brand’s first-ever pre-treatment, that shields hair against color fade before it's a problem.
Sims' color transformation from sun-kissed blonde to vibrant red was the vision of celebrity colorist Aura Friedman, who joins the brand as Nexxus Celebrity Color Expert to lend her expertise on color preservation and proper color care.
"We know women have an emotional connection with their colored hair — one that starts with elation which turns to frustration because of color fade and the inability to make that color last," said David Rubin, VP hair care for Unilever U.S. "By developing Color Assure — with our breakthrough primer to help lock out water so colored hair stays vibrant twice as long — Nexxus makes it possible for women to love their hair color longer."
Products in the Nexxus Color Assure collection are infused with a blend of clear, weightless oils, including almond, to lock in moisture, nourish hair and reduce breakage; coconut, to provide softness and elasticity; and argan oil, to improve shine and vibrancy. The color care system is sulfate free and provides two times longer color protection, compared with non-conditioning shampoos, when used over an eight-week period, the company stated.
In addition, Nexxus is hosting a "Prime Color" contest on Facebook from Feb. 19 through April 1. Sims will kick off the contest by posting a selfie of her freshly colored hair and encourage others to share their own just-colored selfies using the hashtag #primecolor on Instagram and Twitter. Nexxus will be giving away a daily beauty bundle, including the entire Color Assure system (Color Assure Vibrancy Retention Shampoo, Color Assure Vibrancy Retention Conditioner, Color Assure Glossing Tonic and the new Color Assure Pre-Wash Primer), as well as a ceramic hair straightener and curling wand.