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“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.”

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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.

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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.

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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.

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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.

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“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

@AnaisabelGarcia