Exclusive: Clairol Launches New Nice ’n Easy Hair-Color and It Smells Like Flowers
By Wendy Sy. Photos courtesy of brand.
Clairol's ever-so-popular Nice ’n Easy hair-color kits are getting an upgrade. Come December 17, the brand will drop their shiny new version online at Target. Trust us, you’ll want to pick up a box.
Back in the ‘50s, Clairol was the first to make DIY hair-color available for retail in the U.S. Now, they are back at it again with the creation of a new no-drip formula that smells like fresh lilies. That’s right — no harsh ammonia scent here!
“I was tickled when one specific panelist told us her story about how her husband always knew when she colored her hair because the smell of hair dye was so recognizable,” Jeff Miller, senior director of hair color at R&D, tells Allure. "With the new Nice ‘n Easy product, it was the first time she was able to color her hair with permanent color and he had no idea. It gave her an extra level of self-confidence and it felt more like a beauty experience that she wanted to share with others versus hide from them.”
So what makes these new dyes so clutch? Instead of traditional hair-color ingredients, it contains ME+, an innovative dye molecule that reduces the risk of an allergic reaction for those without an existing allergy.
How? Well, the ME+ molecule has a new shape that’s not recognized by the immune system so easily. Therefore, it significantly lowers the risk of developing a new allergy. It’s the result of more than 20 years of research. “I feel the biggest advantage of the new ME+ molecule is that they have eliminated PPD and PTD (known allergens and potential cancer-causers) from their formulas without sacrificing on color,” says cosmetic chemist Joseph Cincotta. "If the ME+ molecule is as safe as they claim, it is a breakthrough for DIY hair color.”
Cosmetic chemist James Hammer agrees and notes, “It looks like an exciting new development, for hair dyes that are mild, non-irritating, non-damaging, and less likely to cause allergic reactions.”
Still, it's important to talk to your dermatologist if you have known allergies to hair dyes before using this product, as in some cases, severe reactions may still occur. See clairol.com for more information.
Clairol also has a revamped patented permanent hair color technology that helps block damage, encapsulates copper, and prevents it from reacting with water and other free radicals. Its beneficial ingredients (rich conditioners with antioxidants) ultimately lead to moisturized strands and longer-lasting color results.
The line's got 47 shades, from blondes, reds, browns, black, and everything in between. Basically, there is probably a hue for you somewhere in there. And as the New Year is coming up, it's a good time to try a new look, especially if you're not trying to shell out the coins at the salon. I mean, it’s called Nice ’n Easy for a reason.
If you’re up to the task, get those mixing bowls ready!
This story originally appeared on Allure.
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