Haircare manufacturer Knight & Wilson is cashing in on the celebrity trend for silver locks with the launch of what it claims is the first range of permanent grey hair colour range for UK shoppers.
The five-shade, unisex Freedom Metallic Glory collection debuted exclusively in Superdrug this month, with Graphite Grey and Silver-Blonde selling out within two weeks, its makers said.
Metallic Black, Stone Grey, and Silver Grey variants are also within the range, which is designed to address a ‘gap in the market’ for grey hair colourants.
It comes on the back of singers Justin Bieber, Jade Thirlwall of Little Mix, and former One Direction band member Zayn Malik experimenting with the hue.
Each box of Freedom Metallic Glory (rsp: £7.99) contains a colourant (50ml), cream developer (75ml), after-colour conditioner (15ml), and a pair of application gloves.
“For decades, permanent colourant manufacturers have overfilled their ranges with warm golds, reds and coppers, and completely overlooked cool shades,” said Knight & Wilson MD Lee Bannister, claiming boredom had led people to ‘rebel’ and opt for cold silver and grey shades.
He added that the new range gave greater hair-colouring options for male consumers.
“Men tend to dislike warmth in artificial colours and have often avoided them. Metallic shades are the antithesis of warmth and have a masculine affinity. This enables men to sport the colours with either bold or subtle effect.”
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