STAMFORD, Conn. Procter & Gamble is looking to revolutionize the at-home hair color industry with the March launch of its new Perfect 10 by Nice ‘n Easy.
After 10 years in development at four research centers and with 18 filed patents, P&G Beauty developed AminoGlycine, a new lightening system that, according to P&G, is more efficient and effective than the conventional lightening system using in colorants today. The product promises to deliver high speed, high gloss, permanent color in 10 minutes.
“Up to now, women always had to compromise when coloring their hair,” stated Dr. Frauke Neuser, principal color scientist for P&G Beauty. “Perfect 10 by Nice ‘n Easy is the first true breakthrough that delivers on all aspects of product performance—brilliant color results, reduced damage and a great usage experience. It’s the new AminoGlycine lightening system—the heart of any colorant product—that has allowed us to transform home hair color. This breakthrough will dramatically shape the future of the category.”
According to P&G, it is the biggest home hair color innovation since Clairol introduced its first home hair color kit in 1956.
Perfect 10 is available in 15 shades, including Butterscotch Boom, Beeline Honey, Whirlwind Blonde and Espresso on the Double. The recommended retail price is $13.99.