John Frieda has made its first foray into the world of home hair colour and quite frankly it couldn't have come at a better time. What with George Osbourne wielding his spending axe, it's hard to justify forking out a small fortune in covering a few grey hairs in the salon.
But until now, the budget-friendly alternative has not been overly appealing. Yes, traditional home hair colours may be able to transform the colour of your roots and greys, but they can do a pretty mean job of transforming the colour of your bathroom, forehead and neck into the bargain.
Which is where the "until now" comes in. John Frieda Precision Foam Colour is the first ever permanent home hair colour that promises not to run or drip. This means you no longer have to sit poised for twenty minutes unable to move while the colour develops, for fear of doing a Jackson Pollock all over your furniture.
Yes, we wouldn't have believed this either. But we went to the product launch last night where a volunteer bravely coloured her hair right there in front of us in a suite at the Mayfair hotel, no less. And we can confirm that the PR company won't be getting slapped with a carpet cleaning bill because there really was no dripping.
The foam formula also means that the product spreads easily so it goes further than a traditional home hair colour, and it can be massaged into the hair like a regular shampoo with no tricky sectioning.
If you fancy trialling one of the colours, head to their Facebook page - they've got 10,000 to give away.
John Frieda Precision Foam Colour, £9.99, will be available in 20 shades from 3 November 2010.
Fancy a colour change like Cheryl (well, hopefully not like Cheryl)? Check out our beginner's guide to hair colour.