Clairol Nice ‘n Easy Launch Represents Future Of P&G Hair Color

Clairol Nice 'n Easy Perfect 10 is the first hair color featuring the AminoGlycine lightening system, which Procter & Gamble claims is the biggest breakthrough in hair color technology in more than 50 years.

"I think this technology is the future of hair color for P&G beauty," P&G Beauty Principal Color Scientist Frauke Neuser said during a Jan. 17 interview with "The Rose Sheet." "This solves a lot of issues that exist with hair color," she added.

Launching now in mass market doors and featuring 15 shades, Perfect 10 "delivers high speed, high gloss, permanent color in just 10 minutes," while improving hair surface condition and imparting a more pleasant smell than traditional hair color, P&G says.

The key is AminoGlycine's unique and gentle approach to coloring hair, the firm says.

Traditional hair color formulas feature a lightening system to remove color and hair dye to impart color, a system that takes 20-30 minutes and can leave hair dry. The formula has been largely unchanged in the market for nearly 50 years due to the delicate balance of ingredients that make the process work.

Perfect 10 has the same dye precursors as traditional formulas. However, AminoGlycine - which is a combination of ammonium carbonate, hydrogen peroxide and amino acid glycine - more selectively targets melanin pigments and is less likely to react with hair protein fibers. Therefore, the process takes 10 minutes to color hair.

The technology also has 10 times less alkalinity than conventional technology, "leading to better preservation of the hair's natural protective coating called the f-layer," P&G says. The lower pH "significantly reduces" the unpleasant ammonia smell common with other hair color, the firm adds.

P&G researchers have been working on the technology for about 10 years, and unveiled research associated with the development of AminoGlycine during the Society of Cosmetic Chemists Annual Scientific Meeting and Technology Showcase Dec. 6-7.

Frauke said P&G plans to eventually introduce the technology into its other hair color brands and into markets beyond North America, where it is exclusively marketed at this time.

However, the expansion will take some time since the development of colors in the line remains a work in progress.

"Now that we've changed the system we had to literally start from scratch and relearn how to formulate shades," Frauke said, noting shades in the line were developed after the firm tested 10,000 formulas over a period of years.

"But this is the technology we want to go forward with, this is the future," she added. The company has filed 18 patents for the hair color system and may license the technology out to other companies in the future.

As Perfect 10 carries higher price points ($13.99) than traditional hair color, P&G will continue to use its existing hair color system under other Nice 'n Easy lines as well as other brands to meet the needs of consumers who want value brands.

Perfect 10 is available in brown, auburn and blonde shades with names such as Espresso on the Double, Ginger in a Snap and Beeline Honey. P&G expects to introduce about 10 more shades within a year.

The product comes with a patented PerfectColor Comb that "envelopes each strand in a rich color crème from root to tip giving women high speed, high gloss color with flawless gray coverage," according to the firm.

The formula features a floral bouquet of violet and rose, with top notes of fruits such as pineapple, banana, melon, apple and peach.

P&G is planning a media campaign for the launch that includes both print and TV ads, Frauke said.

- Eileen Francis ([email protected])