Perfect 10 helps storied brand live up to name

Drug Store News, June 23, 2008 by Antoinette Alexander

For years, women had to compromise when coloring their hair, but not anymore, at least, that is according to executives at the Clairol division of Procter & Gamble Beauty.

After nearly 10 years behind laboratory doors, researchers emerged in 2008 with a new hair-coloring product that promises to revolutionize the home hair color industry--Clairol Perfect 10 by Nice 'n Easy.

What makes this product, which has 18 patents, stand out from the competition is a new lightening system dubbed AminoGlycine. This technology has four unique attributes:

* It is fast. Perfect 10 lightens hair melanin and forms new color complexes more selectively and efficiently than conventional technology, doing the job in 10 minutes compared with 20 to 30 minutes with traditional permanent home hair colon

* It is gentler to use. With 10 times less alkalinity than conventional technology, Perfect 10 works at a lower pH level (pH9 versus pH10), which helps reduce the unpleasant ammonia odor and leads to better preservation of the hair's natural protective coating.

* It targets areas most needed. AminoGlycine more selectively targets melanin pigments and is less likely to react with hair protein fibers, called keratin.

* It prevents damage. AminoGlycine helps to inactivate destructive free radicals formed during the coloring process.

[ILLUSTRATION OMITTED]

While there is a growing acceptance of gray hair among today's aging population, there's no doubt that many women aren't yet ready to concede.

With its advanced technology, quicker acting time and custom fragrance (made at the hands of P&G beauty perfumers), Clairol Perfect 10 by Nice 'n Easy is one to watch for 2008.

Women's hair color

                                                 PERCENT
BRAND                                  SALES *    CHANGE

CATEGORY TOTAL                        $1,043.3      1.0%

L'OREAL SUPERIOR PREFERENCE              109.4      5.1
L'OREAL EXCELLENCE                        99.5     -0.3
JUST FOR MEN                              89.7      3.4
CLAIROL NICE 'N EASY                      86.8      6.0
CLAIROL NATURAL INSTINCTS                 75.1      0.4
REVLON COLORSILK                          75.0     19.0
GARNIER NUTRISSE                          68.9      6.6
L'OREAL FERIA                             68.9      1.4
L'OREAL NATURAL MATCH                     40.0    -10.6
CLAIROL NICE 'N EASY ROOT TOUCH UP        32.3      7.6
CLAIROL NICE 'N EASY PERFECT 10           10.1      N/A

* in millions

** does not reflect actual sales ranking

Source: Information Resources Inc. for the 52 weeks ended May 18,
2008, for food, drug and mass, excluding Wal-Mart