Celebrity cinemercials have become the go-to promotional tool for luxury fragrances, but at-home hair color?
Now, that's a first.
In honor of the largest launch in John Frieda history — Precision Foam Colour — the brand has teamed up with Katie Holmes to release a short entitled “The Decision.”
Described as "a vivid depiction of a universal experience with which nearly every woman can identify: Is cheating on your colorist really worth the risk?," this much-hyped film promises to "illuminate the anxiety and uncertainty behind at-home hair color."
I'll be reporting LIVE from tonight's red-carpet premiere, so be sure to follow @AlltheLooks for The Scoop!