John Frieda is, in fact, a UK brand (it started out as a brand created by John Frieda, the celebrity hairstylist). The main impetus for me to try the foam colour was that John Frieda hair products are in fact owned by Kao. Yes, the same Kao corporation that owns Liese Bubble Hair Dye, possibly the first foam/bubble hair dye in the market. I had tried Liese Bubble Hair Dye beforehand and was impressed with the ease of use (although not quite so with their colours).
John Frieda had even created a foam colour shade selector webpage where one could indicate the original hair colour and preferences and the webpage would pop out with recommended shades. Such a webpage is no stranger for liquid/powder foundations (e.g. L'Oreal Paris' True Match) but for hair colour? Highly unusual in an industry where most consumers are expected to use the back of the box for shade comparisons.
I wanted something subtle and close to my natural brunette hair colour, knowing that hair colours would lighten over time. I've always hated how my roots look when growing out and it's worse when the colour is light and contrasting against the black roots.
Going by the website, I eventually chose 3VR, deep cherry brown. John Frieda Precision Foam Colour uses a numbering system where the lower the number is, the darker the shade. Shade 3VR is darker than shade 5RV but shade 2 is pure black.
John Frieda Precision Foam Colour kit (w/ black plastic gloves!)
effortgirl doing her best Marge Simpson routine as the foam builds up
I'll admit, I didn't follow the instructions exactly. My hair has a tendency to scoff at hair dyes as if to say "You want to change me with your pathetic amounts of hydrogen peroxide? Now go away or I shall taunt you a second time."
The instructions enclosed stated leaving the colour on for 30 mins max. I left mine on for 45 mins and wrapped the head up in a shower cap and gave it a good blast of heat from a hairdryer during the last 5 mins, for good measure. Note: I do not recommend this for anyone as leaving hair dyes on beyond the recommended time can irritate the scalp. But I've tried other hair dyes before and I know this works for me.
The hair dye promises 100% grey coverage. I have little grey hair, so am unable to confirm nor deny that claim. However, I did find that the John Frieda Precision Foam Colour was less drying for my hair compared to Liese Bubble Hair Dye (shade: Antique Rose)
I would buy this again if not for the fact that it's not available in Singapore and difficult to ship (like nail polish, hair dyes are considered hazardous materials). The one I had came from UK and was "made in the EU".
Perhaps now that John Frieda has arrived in Singapore (available at Watsons and Guardian Pharmacies islandwide), John Frieda Precision Foam Colour is not far? I have the John Frieda Frizz-Ease series which I'll try someday.
Disclaimer: I did not receive any payment or payment in kind for writing this blog post. Any opinions mentioned are my own.