Clairol Herbal Essences To Launch Ammonia-Free Permanent Hair Color

Next month, Clairol Herbal Essences will introduce a new permanent hair color that does not contain ammonia. New Herbal Essences Haircolor will be available nationwide in 27 shades and will retail for $10.

“Herbal Essences is known for its award-winning fragrance and fantastic experiential qualities. It was only logical, compulsory, in fact, that Herbal Essences Haircolor not only had to offer a unique spectrum of intense haircolor shades, but it had to smell like Herbal Essences,” says Bill Susetka, president of Clairol U.S. retail.

Clairol replaced the ammonia in the formulation with an ammonia substitute that works just as well but that is virtually odorless, according to Steve Casperson, director of research and development. The products also contain a patented dye technology called HDAP, which is a unique color molecule that delivers color that is fade-resistant and stays on tone. It is present in all the reds and most of the brown shades. Also included in the line are three iridescent blonde shades — iridescent as in shiny, shimmery and dimensional. This effect is achieved with the color pink — a pale pinkish hue was incorporated into the colorant; and since the nature of the pink hue is to throw light, it imparts a reflective quality to hair.