I-ne has released "awairo mousse hair color," a foam-type gray hair dye, from its new premium aging care brand, [awairo].

A survey conducted by awairo on women aged 30 to 60 regarding their awareness of gray hair dyeing revealed that 79% had considered using "commercially available gray hair dye" but abandoned the idea due to reasons such as "the dyeing process seems time-consuming/troublesome" or "it might damage my hair." This highlighted the need for commercially available gray hair dyes to be easy to use in a short amount of time and to offer damage-reducing functionality.

To address these concerns, awairo proposes a time-saving at-home hair coloring solution that allows users to achieve beautiful color easily and quickly, with minimal burden on the hair, at their own ideal pace according to their lifestyle.

"awairo ~Awairo Mousse Hair Color~" achieves both "time-saving" and "beauty," which are often conflicting demands in the gray hair dye market, by coloring hair evenly in a short amount of time while caring for it.

This is a one-component gray hair mousse that you simply apply directly to your hair. It's a single-component colored mousse that requires no mixing, and it colors hair in a short 5 to 15 minute processing time, offering "time-saving beautiful hair coloring." Because the color develops by reacting with air and mousse in a short time, the exposure of the scalp and hair to the chemicals is minimized.

Furthermore, it cares for the hair and contains no bleaching agents. It colors hair to a beautiful, lustrous shade without bleaching, while minimizing cuticle opening. It also contains glossing agents (3 types of silk-derived ingredients*3) and strengthening/firming agents (2 types of keratin ingredients*4) to care for the hair during coloring.

It's also great that it's not a single-use product; you can save any leftover amount for later. The remaining product can be used for full coloring next time, or for partial touch-ups on areas like the hairline or part when gray hairs become noticeable.

The packaging was designed by I-ne's creative team, who also developed the award-winning (Good Design Award) botanical lifestyle brand "BOTANIST" and the minimalist beauty appliance brand "SALONIA." The sophisticated packaging is eye-catching.

*3 Hydrolyzed Silk, N-[2-hydroxy-3-(trimethylammonio)propyl] hydrolyzed silk chloride, (Hydrolyzed
Silk/PG-Propylmethylenediol) Crosspolymer
*4 Hydrolyzed Keratin, N-[2-hydroxy-3-(trimethylammonio)propyl] hydrolyzed keratin chloride

Awairo Mousse Hair Color (Dark Brown/Black/Light Brown)
Volume | 80g
Price | ¥2,750 each
Sales | Official online store, EC malls (Rakuten Ichiba, Amazon, Yahoo!)
April 5, 2023 (Wed): Welcia Holdings, Aeon Group nationwide (excluding some stores)