All eyes were on Molly Sims recently at the Nexxus launch party at Glass Houses in the Meat Packing district as she took center stage…as a vibrant redhead. The actress/model’s dramatic color change from signature blonde to coppery-haired maiden was to inaugurate Nexxus’ new Color Assure color care collection, for which she is the Brand Ambassador. Nexxus’ celebrity color expert Aura Friedman, who also works at Sally Hershberger Downtown, is to thank for the visual transformation.

Best known for her role as Delinda Deline on NBC’s now cancelled Las Vegas, the new mom is impressed with the color change. “At first it was a shock, and I was nervous. I tried on a lot of wigs to see what I would look like and what color red would be right for me before doing it, but it’s been a lot of fun.”

The four-piece collection was formulated to preserve colored hair up to two times longer when used over an eight-week period. Along with a shampoo, conditioner and glossing tonic, Nexxus’ game changer is their Pre-wash Primer, a protective oil that’s applied to hair before shampooing that shields colored hair from fading.

Nexxus, founded over 30 years ago, is owned by Unilever, the global food, home and personal care products, and also leader in hair care sales with brands such as Clear and Tresemme. The Color Assure line joins Nexxus’ 50 other products, adding to the company’s heritage of bringing science and technology to beauty and fashion.

“Hair care is a category that people talk about, mostly because women are never satisfied with their hair. They’re always looking for more,” said David Rubin, Vice President, Hair Care for Unilever U.S. “We did a survey that found 75% of women color their hair. And that color fades. These products extend the color’s longevity.” He went on to add that their consumer understands hair, and truly wants to know what the product is doing, “So there’s an education component to us, and them,” he said. “They’re more involved and are willing to do extra steps if those extra steps pay back for her. Color Assure does that. And we feel this section can drive sales in this category.”

In terms of positioning their brand in the marketplace, Nexxus is about giving women a real salon experience while offering a technical, scientific underpinning. “We’re also the inventor of the modern conditioner,” David added.

Like other beauty brands, the company will rely on social media to play an important part in the hair arena, as well. Molly will be Tweeting, Facebooking, and Instagramming on her own pages, as well as those of Nexxus. And running through April 1, on Nexxus’ Facebook page will be their Prime Color contest where daily beauty giveaways include the entire Color Assure line as well as a Nexxus hair dryer and flat iron.

“A lot of the social aspect we’ve found is women trying to find ways to solve their hair problems and that they want to get the most out of the products they’re using,” David explained. “Molly is very relatable. People like her. She’ll be talking about her experiences in real time on our pages and her own, and I think that will resonate very well with our consumers.”

Sulfate free, the Color Assure collection is infused with a blend of clear, weightless oils, including; almond to lock in moisture, nourish hair and reduce breakage; coconut to provide softness and elasticity; and argan oil to improve shine and vibrancy. Prices are $9.99 – $17.99.