No More Bad Hair (Color) Days Thanks to New Category in Hair Care

Product Literally Washes Bad Color Out of Your Hair

NEW YORK, April 25, 2007 (PRIME NEWSWIRE) -- For the nearly 100 million American men and women who color their hair -- 70 million of whom do it at home -- there's finally more than hope and a hat to cover a botched coloring job!

Color Oops, the perfect name to quickly get rid of renegade hair color, is being introduced today by Corona, CA-based DeveloPlus, an innovator in color and hair care technology.

On average, men and women color their hair about nine times per year and whether they go the professional or at home route, nearly half are unhappy with the results. In the past, a bad dye job left the consumer with few choices, either wait for it to grow out or spend hours and lots of money in the salon for tedious corrective color treatments that often left hair damaged and over-processed.

Color Oops(tm) changes all that and washes unwanted color and tint from hair in just 20-minutes!

"Until now, the coloring miscue was an expensive and traumatic experience," observed Phillip Agrey, Vice President of Research and Development for DeveloPlus, creators of the new concept. "There was little the average consumer could do to salvage the situation without spending lots of time and money -- and likely damaging his or her hair."

"Coloring dyes typically use ingredients that envelop the hair follicle with clear molecules. A peroxide is added which creates the color and makes those molecules swell so the follicle is completely covered, you then have strong, rich color," said Agrey. But it's dye that can't readily be washed out of the hair -- the swollen molecules were just too big -- until now that is!

The product uses hydrosulfite, a special ingredient that actually reverses the hair color process by shrinking the color molecule so small that it simply washes out of the hair. No fuss, no mess -- and all in just about 20 minutes.

In fact, peroxide and ammonia-free Color Oops is so gentle, new color can be applied THE SAME DAY! It is available in "Extra Strength" and "Extra Conditioning" and can be found in mass and drug stores nationwide.

DeveloPlus was founded nearly 20-years ago by engineer and researcher Dave Agrey who created private label dyes for some of the nation's top hair coloring brands. Through his ingenuity, he developed a new molecular technology for hair dyes which allowed for richer, more vibrant colors. Today, DeveloPlus markets and distributes Satin brand hair color -- the largest selling coloring product for professional hair supply stores.

For additional information and DeveloPlus and where Color Oops(tm) and Splat(tm) visit www.developlus.com

CONTACT:  RF Binder
          Ava Rollins
            212-994-7612
            Ava.Rollins@rfbinder.com
          Colleen McCarthy
            212-994-7546
            Colleen.McCarthy@rfbinder.com

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