Color Wow is the latest innovation from Gail Federici, co-founder of John Frieda’s hair care company and visionary behind their ground-breaking formulas created to address problems specific to frizzy hair and blondes. Formulated by Dr. Joe Cincotta, PhD cosmetic chemist, Color Wow is a complete range of new technologies that resolve problems associated with color-treated hair….including dreaded roots…AND amp up the “wow factor!” everyday. For the 75% of women who color their hair (single process, highlights or a combination of both), Color Wow is a life-changer. No more roots..ever! No brassiness, dullness or fading! No dry or dull texture! Less money, less stress and strain on the hair, fewer salon appointments.