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Actress and model Molly Sims unveiled her dramatic hair color makeover—from sun-kissed blonde to vibrant red&madsh;to underscore the power of the new Nexxus Color Assure color care collection. The collection features a Pre-Wash Primer, a pre-treatment that shields hair against color fade. Sims' color transformation was the vision of celebrity colorist Aura Friedman, who joins the brand as a Nexxus celebrity color expert to lend her expertise on color preservation and proper color care.
Best known as an iconic blonde beauty, Sims said she "has always wanted to go red" but worried about keeping the color vibrant. "I am obsessed with this color, and I want to keep it looking this way," says Sims. She was inspired by the new Nexxus Color Assure products to experiment with her color because she is "confident that my color will last longer and my hair always will be camera-ready."
"We know women have an emotional connection with their colored hair—one that starts with elation, which [then can] turn to frustration because of color fade and the inability to make that color last," said David Rubin, vice president of 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."
Products in the Nexxus Color Assure collection are infused with a blend of 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.
To celebrate that just-colored feeling, Nexxus is hosting a Prime Color contest on Facebook, beginning February 19, 2014 through April 1, 2014. Sims will kick off the contest by posting a selfie of her freshly colored hair and encouraging others to 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 (Color Assure Vibrancy Retention Shampoo, Color Assure Vibrancy Retention Conditioner, Color Assure Glossing Tonic and the new Color Assure Pre-Wash Primer), as well as a ceramic hair straightener and curling wand.