Hair color use is skyrocketing. It’s not just Baby Boomers desperate to disguise gray. Women are starting younger, coloring more often, experimenting with everything from subtle ombres to kaleidoscopic colors. Trending styles aren’t about precision cuts or molded shapes…they’re long, loose and understated. COLOR is what makes the real hair statement: artful, playful, natural or all-out attention grabbing.

Fresh-out-of-the-salon-color that looks paparazzi perfect is the gold standard. More than ever, in our Insta and selfie-obssessed culture, the challenge is to keep your color “wow” every day, between salon appointments. Enter Color WOW…a breakthrough range for color-treated hair from renowned beauty innovator Gail Federici, acclaimed hairdresser John Frieda and the team of professional experts known for creating award-winning, iconic formulas to fix frizz and brighten blonde.

According to Federici, “With today’s color craving culture, there’s a new level of use and abuse, spawning a whole new set of problems that require fresh solutions. Which led us to re-think the whole hair color experience…and challenge the status quo of same-old, same-old formulations.”

The result is COLOR WOW: heralded by Harper’s Bazaar as “the definitive range for color-treated hair”. This game-changing line of prescriptive problem-solvers was engineered to address every issue associated with color-treated hair….even the here-to-fore unresolved problem of dreaded roots.

WELCOME TO THE AGE OF HAIR COLOR…and “the definitive way” to keep it WOW!

When it comes to keeping color perfect between salon appointments, Color Wow is a triple threat. (Or more aptly, a triple “treat”).

1. A clear-thinking approach to color care: never a dull moment for color-treated hair.The Color Wow team discovered a “dirty little secret” about virtually every competitive color-care shampoo and conditioner on the market: every single formula contains one or more of these dulling, darkening ingredients: silicones, conditioning agents, pearlizing ingredients. These ingredients build up and leave behind residual films that darken and distort color.

COLOR SECURITY SHAMPOO Sulfate-Free for Color-Treated HairSulfate-Free Shampoo

Why it’s wow: contains no ingredients to dull or darken your hair color.

• Free of discoloring silicones, conditioning agents, or “pearlizing” ingredients that layer on a dulling, darkening film with each shampoo, so color and highlights stay vivid and bright

• New technology makes other sulfate-free formulas obsolete

• Clinically proven to be as gentle on color-treated hair as water

• Keeps color and highlights looking fresh, sparkling and bright

• For best results, always use with Color Security Conditioner

COLOR SECURITY CONDITIONER for Color-Treated Hair(Fine-to-Normal and Normal-to-Thick Formulas)

Why it’s wow: contains no color distorting conditioning agents

• Loaded with eight translucent, non-oxidizing conditioning agents that won’t dull or darken color

• Formulated for the clearest, purest color and bounciest, silkiest texture

• With color-shielding Sealicon™ complex for a protective, high-gloss finish

• Available in two formulas: Fine-to-Normal Hair and Normal-to-Thick Hair

2. How to get wow style and steer clear of the danger zone: new mashups (treatment + style in one).Color Wow Mashup stylers are a combination of two critical technologies in a single formula. Every formula combines a uniquely targeted treatment technology (to optimize hair’s texture) with a styling technology. Serious problem-solvers created to deal differently with today’s heightened levels of color use and abuse.

Hair can now be “coaxed” rather than “forced” into a style for wow results with less time and effort.

Why a Mashup?• Brighter color • More gloss • More bounce • Smoother texture • Less stress • Less breakage • Easier to style • More WOW

POP & LOCK HIGH GLOSS SHELLACTHE MASHUP: styling + oil treatment

Why its wow: Combines the two hair most revolutionary hair care technologies of the last 25 years (oil + serum) for improved texture, epic shine.

• Moisturizing oils help repair over-processed hair so it’s more responsive to styling • Serum forms a crystal clear sheath around the re-moisturized hair, locking in lubricants and making color pop• UV filter guards against color fade• Use on wet or dry hair• High gloss finish. Reparative treatment. Wow results

BRASS BANNED CORRECT + PERFECT MOUSSETHE MASHUP: styling + elasticizing treatment

Why its wow: Delivers maximum bounce, shape, style and enhanced color…with minimum effort.

• Universal styling product for all color-treated hair• Non-drying formula is alcohol free• Formulated with “rosins”, a natural rubber-like substance derived from trees, instead of “resins” which are found in most styling products (acrylic polymers that can make hair stiff, crunchy and breakable)• Rosins act as a leave-in treatment, helping to renew flexibility and bounce so that vulnerable, color-treated hair can be coaxed rather than forced during styling

• Subtly pigmented with lavender (for blondes) or teal (for brunettes) to keep color bright and balanced• Bouncy. Responsive. Perfectly balanced, wow color

ONE-MINUTE TRANSFORMATION STYLING CREAM THE MASHUP: styling + re-moisturizing treatment Why its wow: delivers perfect smooth style in under a minute.

• Creates smooth, frizz-free surface and salon blow-�out results without wetting the hair• This multi-tasking finishing cream is rich in Omega 3’s• Smoothed onto dry hair, it serves as a powerful leave-in reconditioning + styling treatment• Proprietary vinyl polymers allow for easy style manipulation and memory• No greasy or oily residue. Polished. Frizz-free. Wow results

SPEED DRY BLOW DRY SPRAYTHE MASHUP: styling + strengthening treatment Why its wow: a safer, better, faster blow-dry for color-treated hair.

Color-treated hair is very vulnerable to breakage during the styling process, and to make matters worse, the more the hair is blow-dried, the more dehydrated and dull the hair appears • Speed Dry utilizes silk and cashmere amino acids to help strengthen the hair during and after the styling process• A crystal-clear polymer wraps around the cuticle to close it tight, shrink-wrapping each strand so excess water beads off, speeding the blow-dry process by 30% • Forms a protective clear coat for a super-glossy, reflective finish• Free of harsh alcohols found in typical blow-dry sprays• Stronger hair. Less heat. Less time. Wow results

GET IN SHAPE 2-IN-1 WORKING HAIR SPRAYTHE MASHUP: styling + vitamin treatment Why its wow: keeps hair smooth, elastic and gives it guts for repeat restyling.

• Vitamin-enriched spray targets cuticles and split ends, smoothing and closing• Penetrates, conditions, leaves hair liquidy and malleable for easy styling• Translucent, elastic shaping resins create natural-looking, flexible hold• Won’t build up, dull or darken hair• Delivers high-gloss shine that makes hair color appear more dimensional • Total control. Natural hold. Fixes splits and snags. Wow results

RAISE THE ROOT THICKEN + LIFT SPRAYTHE MASHUP: styling + cushioning treatment Why its wow: non-stiff, non-brittle, all-day lasting lift.

• Wheat and cashmere amino acids thicken, fortify and give hair “muscle”

• Transparent formula wraps around roots to form tiny, cushiony-springs, creating instant volume and lift

• Ultra-light, vinyl polymer keeps hair soft and pliable –never sticky or stiff (other lifting formulas use acrylic polymers that make hair brittle and breakable)

• Crystal clear spray won’t yellow or darken hair

• UV filter helps protect color vibrancy

• Springy lift. Maximum volume. Upright stamina. Wow results

3. The definitive solution to dealing with unwanted roots: Color WOW Root Cover Up, “the next hand-held device to change your life”.A major game-changer in the beauty industry, this innovative mineral powder formula has finally solved a vast, unaddressed issue for everyone with color-treated hair or highlights. As testimony to the unprecedented impact and importance of this new technology, Color Wow Root Cover Up has received over 30 major beauty industry awards.

Why its wow: the first truly effective root cover up that not only covers grey, but has blonde shades that cover dark re-growth instantly without peroxide.

• Natural mineral powder with multi-tonal pigments and reflective particles

• In seven shades designed to match, blend with all hair colors

• Fast, easy natural looking results –instantly

• Free of waxes and dyes

• No stiff or sticky residues, leaves hair silky and natural

• Won’t come off on clothes or pillows

• Water-resistant so it stays in place until shampooed out – you can even swim with it

• Not tested on animals

• No parabens, safe for use during pregnancy

For video tutorials and detailed application instructionsvisit www.colorwowhair.com