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BEAUTY CARE

Color Ultîme names Shay Mitchell spokesperson, debuts collaboration

BY Gisselle Gaitan

Shay Mitchell and Color Ultîme are making serious hair waves.

The brand, which is part of Henkel’s Schwarzkopf, has not only named the actress its new spokesperson, but also debuted a new collection of metallic hair color shades Mitchell helped collaborate on.

Color Ultîme’s Shay Mitchell Collection consists of four permanent metallic hair color shades that deliver vivid and intense color with luminous shine and vibrancy that lasts up to 9 weeks, and works on all hair textures, the Stamford, Conn.-based company said.

“I’m excited to be collaborating with Color Ultîme on my own collection,” Shay Mitchell said. “I love changing up my hair looks and Color Ultîme has diverse and easy to use color so this partnership is a perfect fit.”

Featured colors include Sparkly Light Brown (Metallic Brunettes); Brushed Berry (Metallic Blondes); Metallic Violet; and Glossy Steel (both Metallic Blacks).

“Color Ultîme was launched four years ago as Schwarzkopf’s fashion color line. This year, the brand wanted to push the boundaries by partnering with an aspirational and approachable ambassador that aligns with the brand’s mission to make high fashion trends accessible to all. We are excited to be working with Shay Mitchell. She is a great reflection of Color Ultîme: an inspirational trendsetter who is known for her style and fashion forward-looks,” Sophie Viridaud, the brand manager at Henkel said.

The Color Ultîme x Shay Mitchell Collection will have all four shades available at such drug retailers as Walgreens, CVS Pharmacy, and Rite Aid. Walmart will only carry the Sparkly Light Brown shade. Each hair color retails for $9.99.

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