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NEW YORK — Revlon has introduced Total Color, a vegan permanent hair color with oils and botanicals that is described as gentle on the hair and scalp.
The Total Color formula is designed to provide natural-looking color and shine with less breakage. It is formulated without common hair color ingredients such as ammonia, parabens, sulfates, silicones, mineral oil, phthalates and gluten.
“Revlon Total Color represents a significant milestone in clean beauty with real innovation in the hair color category,” said Silvia Galfo, Revlon global brand president. “Clean beauty has primarily been about makeup and skincare, but now consumers have a choice in at-home color without having to compromise product performance.”
Dermatologist-tested, each Total Color box includes a cream colorant and developer formula along with a post-color, multi-use botanical enriched conditioning gloss infused with camellia oil and botanical extracts. Made with FSC Certified Material, the carton and insert are fully recyclable.
Revlon said it had tapped bestselling cookbook author and Emmy-nominated TV chef, Katie Lee, to be its Total Color ambassador in the new campaign launching this month. Lee will appear in the TV and digital ads and share her Total Color experience with her followers on her own channels.
“I strive to make choices that fit my healthy lifestyle,” said Lee. “For the first time, I can get clean hair color without compromising vibrancy and the condition of my hair with Revlon Total Color.”
Revlon Total Color is available in 16 shades for $7.99.
