“There was a cell phone and then there was the iPhone. There was hair dye and now there is Color Wow” – Gail Feberici, President and CEO of Federici Brands
She adds: “the iPhone led the touch-screen revolution – Color Wow leads the re-touch revolution. The same is true of our sulphate-free shampoo and our conditioner – this really is truly ground-breaking hair care, challenging the boundaries of our industry’s technology.”
We were invited to meet Gail Federici and Color Wow Artistic Director, Denis De Souza on May 21, 2013, where together they hosted a live demo soiree at the Crosby Hotel.
Federici, known for her success in curing our frizzies when she partnered with John Frieda, went back to her roots to eliminate ours.
Color Wow is a hair care collection created for color treated strands that includes a root cover up compact, color security shampoo and conditioner, brass banned mousse, miracle styling cream and a crystallite shellac.
Formulated by cosmetic chemist, Dr. Joe Cincotta – the scientific talent responsible for formulating many of the products launched by Federici and Frieda – Color Wow harnesses the power of cutting-edge technologies to deliver the perfect color with every application. For more than 75% of women who color their hair, Color Wow provides a comprehensive, at-home solution to unsightly roots, fading, brassiness and more.
Guests received a complimentary root retouch, enjoyed champagne and hors d’oeuvres and received their full kit to experience this new innovative resource that delivers perfect color, 365 days a year. Demos were displayed on iPads throughout the space and were performed live by Gail and Denis.
“It’s like the Holy Grail for color-treated hair – it took ages to discover and will definitely be life-changing,” says Denis.
He is totally right! The compact is my absolute fave. It’s light, easy to use, and if I ever check myself in the mirror and notice by roots are out, it’s a quick, easy touchup – brush on the solution, throw yourself a pout and be out! Fully covered and colored from root to ends – WOW!
– Anaisabel Garcia