John Frieda Sheer Blonde Everlasting Blonde
John Frieda pioneered the ‘blonde’ category of haircare. (Including the fah-bu-lous, late-lamented Beach Blonde range, which we witnessed being launched around a pool in the Turks & Caicos islands – ah, those were the days! – and still miss, to this day.) This is the latest blonde innovation and it is working very nicely, thank you, on Jo’s peroxide-bleached hair. Softening, conditioning ingredients include safflower oil and bergamot extract, which also help keep colour bright and vibrant.
The challenges with bleached hair are two-fold: colour can go brassy, or look dry and dull – because it’s a process that’s tough on hair. Sheer Blonde Everlasting Blonde really does seem to keep colour fresh-looking, with a mega-shine factor. According to their blurb, ‘It contains a revolutionary colour-locking formula to preserve and protect your brightest most beautiful blonde for up to 12 weeks.’ Jo’s verdict is: looking good.
So (with apologies to Shakespeare): once more unto the bleach, dear friends – knowing that you’ll be able to hang onto the blonditude that bit more easily.