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Feb 2011

Celebrate Summer with New Nice ‘n Easy – For Gorgeous, Natural, High Definition Colour

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MEDIA RELEASE

Celebrate Summer with New Nice ‘n Easy – For Gorgeous, Natural, High Definition Colour this season! Raise your glass and celebrate summer in style this season with gorgeous new high definition hair colour from Nice’Easy

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Raise your glass and celebrate summer in style this season with gorgeous new high definition hair colour from Nice’Easy.

Based on Clairol’s research insights and innovative dye technology, Nice’n Easy is taking its exclusive ColourBlend technology to a new level.

Latest research has revealed that tonal variation, which creates natural dimension, is different between each hair colour shade and lightness level. Translating these insights into product formulations means improved dimension for Nice’n Easy’s most natural looking colour – ever!

Celebrity Colourist and Nice’n Easy ambassador, Belinda Jeffrey, says utilising the high-definition technologies used in entertainment and electronics and transferring them into hair colouring is an exciting step for the beauty industry.

“I regularly work with TV and movie personalities who know it’s not enough to simply cover up imperfections and greys – colour has to be created specifically with the right dimensions for each particular shade.  Consumers and my clients all want the most natural-looking hair shade possible and for at-home colouring, Clairol’s Nice’n Easy ColourBlend Technology provides the answer,” says Belinda.

Having applied the concept of high-definition technology which exposes every imperfection, Clairol scientists developed a dye molecule that delivers more natural-looking warm and golden shades.

Each of the improved Nice’n Easy shades, which contain this dye technology, are specifically tailored, ensuring the right level of depth and dimension while preventing brassiness.

The innovative shades work harder to deliver natural looking colour in the comfort of your own home and have the right level of dimension to ensure 100 per cent grey coverage – without making the colour look flat.

All Nice’n Easy shades feature the exclusive ColourBlend technology which contains EDDS*. This patented ingredient works with the ions in your hair to ensure consistent colour results every time from root to tip, no matter how many times you dye your hair!

The ColourBlend technology is based on the insight that natural hair colour is composed of at least three different tones. It works by blending three different tones in each shade, for natural looking, multi-dimensional results.

What’s more, Clairol’s Nice’n Easy maintains colour depth for up to six weeks and provides 100% grey coverage from root to tip.

Clairol Nice’n Easy (RRP $14.49) range of 37 shades are available in stores nationwide.

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Fleur Revell
Fleur Revell is one of the country’s most eminent PR consultants and public relations practitioners with more than 20 years industry experience behind her. Fleur is also a three times Qantas Media Awards winner and Feature Writer of the Year; and has an exceptional working knowledge of the New Zealand media landscape and its accelerating evolution in the digital age.
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