Color Therapy is powered by SmartDye technology, a positively charged conditioning base infused with color that zeroes in on the mid-lengths and ends of hair. It is designed to be used in place of a regular conditioner; no gloves are needed and it takes five minutes to refresh hair tones. It's an easy way to keep color looking fresh in between permanent color applications.
Color Therapy is available in four shades:
Perla—adds violet tones to neutralize brassiness in blonde or highlighted hair and is ecommended for light to dark blondes, as well as brunettes with highlighted hair, to reduce yellow tones;
Dorato—adds golden honey tones to brunette or blonde hair and is recommended for brunette and blonde hair to add golden honey tones.
Caffé—adds smoky ash tones to neutralize brassiness in brunette hair, and is recommended for light to brown hair color to reduce orange and red tones, or to refresh rich, chocolate tones; and
Castagna—adds warm chestnut tones to brunette hair and is recommended for brunette or auburn hair to refresh and enhance bronze chestnut tones.
"At Madison Reed, we are laser focused on getting your color right," said Amy Errett, founder and CEO, Madison Reed. "It starts with our salon-quality gorgeous color with ingredients you can feel good about--- and continues with our commitment to developing color-loving hair treatments-- like Color Therapy-- that help you maintain your color."
The Color Therapy launch comes during a period of high growth for the brand. It recently entered the men’s hair color market, and since March 2020, it says it has seen a 12x increase in new customers.
"We don't see the pace slowing down for Madison Reed," Errett said. "We are committed to meeting our customers where they are--- and it was clear that our clients wanted an easier way to maintain their color that integrated into their current routines."