• Women's Wear Daily, Wednesday, January 16, 2008 12:15 PM

Procter & Gamble will soon roll out Perfect 10, a hair-coloring kit for use at home that company executives say will address such issues as timeliness (it's designed to work in 10 minutes); odor (it smells not unlike a shampoo), and quality (lower pH levels means less damage to hair).

Perfect 10 represents the first real change to hair color technology since 1956, when Clairol launched at-home hair color, according to Patrice Louvet, P&G vice president global hair colorants. Even though Revlon launched a 10-minute hair color several years ago (High Dimension, which has been discontinued), Perfect 10 is designed to address more than the time-consuming factor, which on average can take up to 45 minutes. "It took us 10,000 shade iterations to come up with 15 shades," Louvet says.

Perfect 10 will launch under P&G's Nice 'n Easy brand to 30,000 retailers in February and will sell for $13.99. Industry sources estimate Perfect 10 could grow Nice 'n Easy sales by 10 to 15%--or $70 million to $80 million--in the first year.

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