Ammonia-Free Hair Color System Debuts in Target

SheaMoisture’s permaent Hair Color System creatively connects personal style with contemporary art. It boasts 12 moisture-rich hues, and offers ammonia and sulfate-free hair color infused with natural ingredients including Soy Protein (helps strengthen hair by replenishing lost protein); Certified Organic Glycerin (aids in moisture retention); Flax Seed Oil (enhances shine and dimension) and Certified Organic Shea Butter (provides moisture to damaged hair from roots to tip, and promotes healthy, shiny hair). These healthy nutrients minimize damage, while promoting vibrant color, superior hydration, exceptional manageability and brilliant sheen.

“We created the SheaMoisture Hair Color System in response to our customers asking for a healthier hair color option,” says SheaMoisture founder and CEO Richelieu Dennis. “We formulated our system to be ammonia-free, and added natural and certified organic ingredients to nourish the hair during the coloring process. We’ve also included three of our award-winning hair care products to ensure that your hair retains moisture and color stays true.”

SheaMoisture Hair Color System is available in the following shades: Light Blonde, Medium Golden Blonde, Dark Golden Blonde, Light Brown, Medium Brown, Dark Brown, Medium Chestnut Brown, Reddish Blonde, Bright Auburn, Dark Auburn, Jet Black and Soft Black.

Each color provides 100 percent gray coverage, and lifts color two shades. For women with thinning hair or embracing a natural texture, the hair color thickens strands and adds shine. This permanent color is suitable for all hair types and textures, and is a no-drip formula.

Creative Director Jullanar Barron set out to make the Hair Color System artful and provide a way for women to express themselves through hair color. Explains Barron, “When creating the art for our new hair color packaging, it was important to us to represent our community in a way that encompasses all of our individualism and beauty.” Each hair color shade box features an original watercolor painting by artist Michael Jamal, commissioned by SheaMoisture. Barron adds, “I want women to see themselves in the hair color box art, not heavily Photoshopped and made-up models, who don’t speak to their uniqueness and personalities.”

Each SheaMoisture Hair Color System kit includes Radiant Color Crème, Radiant Color Developer, Professional Latex Gloves, Salon Application Brush, Raw Shea Moisture Retention Shampoo, Raw Shea Restorative Conditioner and Raw Shea Reconstructive Finishing Elixir.

The Hair Color System will be available at 400 select Target locations nationwide in early 2013 with a suggested retail price of $14.99.