Beauty Packaging Staff01.27.20
Revlon is partnering with Katie Lee, chef and author, to promote the new Total Color --its first clean and vegan permanent hair color that delivers 100% full coverage, even stubborn grays.
Total Color is an innovative high-performance at-home hair color that promotes healthy shine, while providing up to 6 weeks of color vibrancy, with less breakage. The creamy, nourishing formula is gentle on the hair and scalp -- and infused with oils and botanicals - including Cannabis Sativa (Hemp) Seed oil. It doesn't contain many of the traditional hair color ingredients -- including ammonia, parabens, sulfates, silicones, mineral oil, phthalates and gluten.
Each Total Color box includes a cream colorant and developer formula, along with a post-color Botanical Enriched Conditioning Gloss. The Gloss is infused with Camellia oil and carefully selected botanical extracts by shade family – chamomile for blondes, cranberry for reds, sesame for brunettes and black tea for dark brown/black.
Silvia Galfo, global brand president, Revlon, says, "Revlon Total Color represents a significant milestone in clean beauty with real innovation in the hair color category. 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."
Katie Lee is Brand Ambassador
Revlon 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. Her shade, Revlon Total Color in Medium Natural Brown (#50), enriches her natural brunette color with added vibrancy and glossy shine.
"I strive to make choices that fit my healthy lifestyle," said Katie Lee. "For the first time, I can get clean hair color without compromising vibrancy and the condition of my hair with Revlon Total Color."
The Packaging
The easy-to use squeeze bottle has a targeted, no drip applicator tip to ensure a fast, effortless experience and precision at the roots. The carton is made with FSC Certified Material -- and the carton and insert are fully recyclable.
Revlon Total Color is available in 16 vibrant shades for $7.99 at drug/mass retailers nationwide.
