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INTRODUCING SHEER BLONDE® GO BLONDER AND SHEER BLONDE® COLOR RENEW COLLECTIONS FROM THE JOHN FRIEDA® COLLECTION
THINK: A breakthrough way to boost your blonde.
WHAT THEY ARE: A blonde intervention. Are you addicted to going lighter? Yearning for the blonde of your youth? Constantly battling brassiness? Dreaming of a blonder shade of blonde? You're a blonde-aholic, and you need help—from the John Frieda® Collection.
The John Frieda® Collection knows that blonde-aholics crave more than just blonde color: They want lighter, truer hues of their blonde shade, whether natural or color-treated. Building on the breakthrough Sheer Blonde® products that revolutionized the way blondes care for their hair by optimizing blonde tones, the John Frieda® Collection introduces two new collections to help blondes achieve their ideal shade by actually changing hair color.
New Sheer Blonde® Go Blonder Lightening Shampoo and Conditioner gradually lighten blonde tones for a lighter, brighter shade of blonde all year round. Whether you're a natural blonde trying to recapture your baby blonde shade or a color-created blonde looking to recreate that just-colored look, this shampoo and conditioner system delivers a subtle all-over lightening effect via an exclusive Lightening Complex and Chamomile. The Lightening Complex includes Lactic Acid, a compound naturally found in hair, to gradually lighten hair by "breaking down" color pigments inside the hair shaft. Combined with a low pH, Lactic Acid also helps to improve the condition of hair by tightening the cuticle and strengthening the hair shaft for improved manageability, body and feel. Because the formulas continue to lighten hair with each use, the shampoo and conditioner should only be used until you reach your desired shade.
The John Frieda® Collection developed Sheer Blonde® Color Renew Tone-Restoring Shampoo and Conditioner to combat the number one blonde problem: brassiness. Because color-treated blondes want to protect their color from becoming brassy, yellow or faded, the John Frieda® Collection created a shampoo and conditioner that corrects and restores blonde color, keeping it true to tone and salon-fresh longer. Formulated with Optical Brightener and Lavender technology, the breakthrough duo refreshes color-treated blonde shades by neutralizing and removing brassy tones. To counteract yellow color, the formulas actually deposit violet dye on the hair through John Frieda's patented acid dye technology, truly neutralizing brassiness.
FROM THE EXPERT: "My clients are always looking for suggestions on how to prevent their blonde from going brassy between treatments, or the natural blondes from dulling." says Harry Josh, John Frieda® Collection Creative Consultant. "For the first time, the John Frieda® Collection is bottling that salon expertise, giving you color control at home. These new Sheer Blonde® products are ideal at-home solutions for lightening and maintaining natural, healthy looking color. Whether you're looking for lighter color without a trip to the salon or simply trying to extend the life of your natural shade, Sheer Blonde® will boost your blonde to the next level."
WHAT THEY COST: $8.99
WHERE TO FIND IT: Food, drug and mass retailers nationwide
FOR MORE INFORMATION, PRODUCT IMAGES OR SAMPLES:
LAUREN DONNER/ANNIE NASLUND
TRACTENBERG & CO.
212.929.7979
Media Contacts
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- Mary McConnell
- Public Relations
- Phone: (513) 526-6876
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- For PR/Press Inquiries:
- The Communication Store
- Kellie Blower
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