Sims Goes Red for Nexxus

Actress and model Molly Sims has unveiled her dramatic hair color makeover—from sun-kissed blonde to vibrant red—showcasing the power of the new Nexxus Color Assure color care collection. The collection features a Pre-Wash Primer, the Unilever brand’s first-ever pre-treatment, which is designed to shield hair against color fade.

Products in the Nexxus Color Assure collection (Color Assure Vibrancy Retention Shampoo, Color Assure Vibrancy Retention Conditioner, Color Assure Glossing Tonic and the new Color Assure Pre-Wash Primer) are infused with a blend of clear, weightless oils, including almond, to lock in moisture, nourish hair and reduce breakage; coconut, to provide softness and elasticity; and argan oil, to improve shine and vibrancy. The system is sulfate free and provides two times longer color protection, compared with non-conditioning shampoos, when used over an eight-week period, according to Nexxus.

Nexxus kicked off the “Prime Color” contest on Facebook today to promote the line.

Now through April 1, 2014, fans can share their own just-colored selfies using the hashtag #primecolor on Instagram and Twitter. Nexxus will be giving away a daily beauty bundle including the entire Color Assure system as well as a ceramic hair straightener and curling wand.

“We know women have an emotional connection with their colored hair – one that starts with elation which turns to frustration because of color fade and the inability to make that color last,” said David Rubin, VP, Hair Care for Unilever U.S. “By developing Color Assure – with our breakthrough primer to help lock out water so colored hair stays vibrant twice as long – Nexxus makes it possible for women to love their hair color longer!”

Sims' color transformation was the vision of celebrity colorist Aura Friedman, who has joined the brand as Nexxus celebrity color expert.