SoftSheen/Carson High Rez Hair Color Features Chromatic Dye Technology
This article was originally published in The Rose Sheet
Executive Summary
SoftSheen/Carson plans a July launch for a permanent hair color system for African American women called High Rez, which features a new Chromatic Dye technology, the L'Oréal division said
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SoftSheen/Carson plans a July launch for a permanent hair color system for African American women called High Rez , which features a new Chromatic Dye technology, the L'Oréal division said. The Chromatic Dye technology is used in the red shades in the High Rez portfolio, as red is one of the more difficult tones to hold, SoftSheen/Carson explained. In the form of a color intensifier, the technology delivers "high impact, vibrant color in one step," the company claims. High Rez is the first brand under SoftSheen/Carson to utilize the technology. All five brown and five red shades in the High Rez collection also will feature "long lasting, true-to-tone technology, which provides vibrant color without brassiness or unwanted off tones," SoftSheen/Carson maintained. "We know that color is a growing opportunity," Senior Education Manager/Product Development Jacqueline Tarrant said. "We saw [High Rez] as a wonderful opportunity to provide new technology, which we have as a result of being under the L'Oréal family," she added. Targeting women ages 18-29, High Rez is positioned as a "fashion color" line, Tarrant explained. In addition to the permanent hair color cream, the High Rez system for red shades consists of five different elements including a developer, color intensifier, conditioning shampoo and post conditioner. The hair dye kits for brown shades include the same elements with the exception of the color intensifier. The High Rez line will be supported at launch with print ads in books such as Essence, Honey, Vibe and Trace. The brand will be promoted in stores with an "impactful" display, Tarrant said. Separately, SoftSheen/Carson recently introduced a reformulated Dark & Lovely permanent hair color with a more conditioning and fade-resistant Quadro-Conditioning technology, according to the company. SoftSheen/Carson is focusing on introducing new brands and relaunching existing products with "new and exciting technology attached to it," Tarrant pointed out. |