Revlon introduced NEW Total Color, its first high-performance, clean and vegan permanent hair color with 100% full coverage (on even the most stubborn grays) As the home hair color leader with the #1 hair color at mass, Revlon has created an innovative color formula for Total Color that is infused with nourishing oils, botanicals, and formulated without many traditional hair color ingredients. Revlon Total Color™ reinvents the at-home hair color experience delivering 100% full coverage, healthy shine, and up to 6 weeks of color vibrancy, all in a creamy nourishing formula that is gentle on hair and respectful of scalp for clean hair color without compromising performance. The unique Total Color formula nourishes hair during every step of the color process, providing natural-looking color and brilliant shine with less breakage. Formulated without common hair color ingredients like ammonia, parabens, sulfates, silicones, mineral oil, phthalates and gluten, while enriched with Cannabis Sativa (Hemp) Seed oil, Total Color leaves hair silky soft with rich, vibrant color that lasts. The easy-to use squeeze bottle has a targeted, no drip applicator tip to ensure a fast, effortless experience and precision at the roots. Dermatologist-tested, each Total Color box includes a cream colorant and developer formula along with a post-color, multi-use Botanical Enriched Conditioning Gloss infused with Camellia oil and carefully selected botanical extracts by shade family – chamomile for blondes, cranberry for reds, sesame for brunettes and black tea for dark brown/black – to nourish each hair's cuticle for healthy, long-lasting shine. Made with FSC Certified Material, the carton and insert are fully recyclable. Revlon tapped bestselling cookbook author and Emmy-nominated TV chef, Katie Lee, to be its Total Color Ambassador in the new campaign launching this month. Katie will appear in the TV and digital ads and share her Total Color experience with her followers on her own channels. Her shade, Revlon Total Color in Medium Natural Brown (#50), enriches her natural brunette color with added vibrancy and glossy shine.