As Anita took me and my fellow bloggers through the new range, she began with a few simple at-home colouring rules...
1. Don't always believe the bottle. It might say semi-permanent but according to Anita, 'if you have to mix two things together, it's not going to wash out.'
2. 'Artificial colour will not lighten artificial colour already in the hair. Instead it will simply add tone. Artificial colour will only lighten virgin, uncoloured hair.'
3. 'If you're darkening your hair, you need to put warmth into that colour, otherwise it will look flat. When blonde hair is darkened, it eats up the warmth.'
Using a model, Anita showed us how to prep for the colour. Follow her tips for fuss-free colouring -
*Instead of muckying a towel (my mum has about three dye-stained towels at the bottom of the airing cupboard), Anita suggests tying a bin bag around your shoulders. The great thing about this is you can just throw it away once you're done.
*Give your hair a really good brush through before you colour - this will make it easier to section and coat each strand.
*Protect your hairline, neck and ears with a bit of moisturiser. Vaseline will work as well but be sure not to take it on to the hair, as it acts as a barrier to the colour.
*Section the hair 4-ways, parting down the centre, and then from ear-to-ear. Work on one section at a time, using bulldog clips to hold the other sections.
*When mixing your colour and developing lotion in the applicator bottle don't shake straightaway, as this can cause the colour to become trapped in the nozzle. Instead begin by swirling the bottle, then shake.
*If you want your colour to be more intense, there's no harm in leaving it on for longer. For grey hair, which is naturally resistant to colour, you should definitely leave your colour on for at least 30 minutes.
On the model, Anita showed us how you could actually mix two at home colourants together to achieve a unique shade. If, for example, you wanted to go slightly darker but wanted to add a warm tone, you could mix a dark brown with a mahogany shade. Simply pour all your ingredients into a mixing bowl, stir together, then pour back into your applicator bottle using a funnel or measuring jug. It's like having your very own custom-made colour.