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Danny LaPointe rocks
his favorite cuts and Premium Crème color applications à la video on PremiumCreme.com |
You work hard. And when you’re not working, you play hard, too. Now, by accessing PremiumCreme.com, you can work and play with just a few keystrokes. Presented as a one-stop educational color shop, Clairol Professional’s new website for its übersleek Premium Crème permanent haircolor thoroughly engages your brain with both snappy education and eye candy galore. But, be warned: Before you even finish browsing the latest Clairol color designs, you may find yourself reaching for your mixing bowl and brush.
While in-depth product information is undoubtedly fab, the site’s detailed how-to instructions proves to be the most exciting draw. Check out the nine cutting-edge color looks! Each technical boasts exquisitely exact instructions and gorgeous before-and-
after model photos. Beginners will love the bold-yet-easy “All A’Glow Red,” which uses a solo high-intensity red. Advanced technicians will want to tackle “Viva La Gold,” a
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Top: Clairol Professional’s new Premium Crème haircolor features 46 fabulous shades of reflective color.
Above: Clairol Professional’s latest technicals lend edgy appeal to both cuts and color. |
bling-meister’s dream that includes three shades of Premium Crème, plus intricate
parting and foiling work.
Don’t miss the gossipy guidance of hair god Danny LaPointe, the brand’s artistic director. His good-humored blog contains everything from fave tunes to business counsel to unexpected ways to use Premium Crème. For more pointed advice, LaPointe answers a series of FAQs (“What Does Deep Conditioning Soy Complex Do?” and “When Would I Choose An RR Shade?”). And you simply must download one of the many videos in which LaPointe and Clairol Professional lead color master Anita Gutierrez, cover cutting and coloring trends, product usage and more. Finally, take a peek at the special offers. Right now, you can nab a free swatch book—something you’ll need to sway your clients to reimagine their haircolor using one of Clairol’s latest color techniques.
Also accessible when you click on the Premium Crème logo at clairolpro.com, the microsite PremiumCreme.com presents the brand’s 46 interchangeable colors. These are broken down into nine tonal families, or “pillars” as Clairol calls them: ultra riche neutrals (warm natural colors), neutrals, ash, ultra ash, golden neutrals, gold, red neutral, red and high-intensity red. Furthermore, a downloadable chart shows which of the 28 Premium Crème colors match colorists’ Miss Clairol favorites.
— Stephanie Pedersen
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