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Photo Credit: Nexxus


02-22-14 | Posted by

Most beauty products work to get the red out, but not so with the new Nexxus® Color Assure line. The four-product range works to maintain hair color through multiple washings. Case in point, the newly reddened tresses of the line’s spokesperson model/actress Molly Sims, who went from blond to red for the launch, and I swear it has the 40 year old mom looking 20 again.

The line’s star product is so genius, I can’t believe it hasn’t been thought of before. Nexxus® Color Assure Pre-Wash Primer (SRP $17.99) is a pre-shampoo treatment that is formulated to protect your hair while shampooing. You apply five to seven pumps from the tips of your hair to the scalp right before stepping into the shower. It works to seal and protect hair strands and repel water, keeping it from entering the core of the hair.

Molly Sims before and after her transformation to a red head. Photo Credit: Nexxus

Molly Sims before and after her transformation to a red head. Photo Credit: Nexxus

“The primer is great,” said Molly Sims at a Color Assure launch event in New York City, conceding, “it’s a little weird to put the primer on dry hair.”

In addition to the primer, Color Assure comprises shampoo, conditioner, and tonic spray. All products are sulfate-free and each features a blend of white orchid extract, almond oil, coconut oil, and argan oil. The goal is to preserve color, nourish hair, and create a lustrous finish.

“You need a product that keeps water out and locks color in,” said Kevin Mancuso, creative director of Nexxus.

Nexxus® Color Assure Vibrancy Retention Shampoo (SRP $9.99 SR) is intended to be used after the primer, followed by Nexxus® Color Assure Vibrancy Retention Conditioner (SRP $13.99). Nexxus® Color Assure Glossing Tonic (SRP $17.99) works to enliven hair color between washings by misting it on dry hair. It works a bit like a professional gloss treatment.

The Color Assure line just launched in January and can be purchased at mass retailers, select drugstores, and supermarkets nationwide.

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