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Clairol 'Cleaner and Greener' with New DIY Color Launch

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Clairol has announced the launch of its new Natural Instincts Demi-Permanent Hair Color.

According to Clairol, the reformulated do-it-yourself color is "cleaner, greener and safer than ever before... as it provides beautiful color results with a formula that’s made with 80% naturally-derived ingredients, no added parabens and eco-friendly packaging."

The Details

  • The at-home color products are free from parabens, ammonia, and PPD/PTD;
  • Clairol has included ingredients, such as coconut oil and aloe vera, into the formula that contains 80% naturally-derived ingredients;
  • The eco-friendly packaging comprises PVC-free plastic bottles;
  • The demi-permanent formula washes out after 28 days;
  • The extended shades range includes darker shades for multicultural consumers as well as a trendy rose gold; and
  • Hair is meant to feel smoother and healthier after color. Clairol states Natural Instincts can be used as a "high-shine conditioner."