Whether you shift your hair shade according to the season or simply step out of your color comfort zone now and then, there’s no denying the power hair color has to change our appearance. But, hey, even hair color brands need to shake things up, and Clairol is giving everyone in New York City a chance to check out Nice n’ Easy‘s new look.
The Loft by Clairol, located at 579 Broadway, will be open from March 23 (aka today) through April 1 where Soho shoppers can not only learn more about the brand’s revamped formulas but also discover their shade they should rock this season with help from Clairol’s MyShade app. Though no product will be available for purchase, guests will leave with a one-of-a-kind box featuring their photo and the selected from the app so they can #ColorFearlessly at home. If you have any hair color questions, Clairol Color Director James Corbett and Clairol Color Ambassador Shirley Gordon will be making appearances at events during the pop-up. Plus, a group of influencers called the Fearless Femmes will also step into the Loft during its 10-day stay in the city.
Another amazing activity taking place at the pop-up? According to Women’s Wear Daily, visitors will also have the option to play perfumer by crafting their own aromas using the new formula’s scents. It’s all meant to make the at-home hair coloring process feel more like a spa day rather than a smelly chore. “While other beauty treatments have come to be appreciated as healthy indulgences, hair color has been seen as maintenance grooming for far too long,” Anna Vorrias, vice president Clairol Global and U.S. marketing, said at a panel discussion about confidence and female empowerment during the press preview for the event on Thursday. After all, if #SkincareSunday can make sheet mask selfies a social media sensation, then why couldn’t at-home colorist start contributing to a #ShadeShiftSaturday hashtag to show off their before and after hair hues?