The company chose the current Suppliers' Day ingredients show in Edison New Jersey as a platform for the launch of the new technology.
Nancy Clements, global marketing for ISP explained that the development behind the new technology stemmed from feedback the company had received from consumers complaining that their hair dyes were not actually 'permanent'.
Washing caused hair dye to fade "The biggest factor in the fading of permanent hair dyes is that after treatment the dye on the hair shaft remains soluble in water," said Clements, speaking to CosmeticsDesign at the event.
"Obviously this points to the fact that the most important key to preserving the hair dye once it has been applied is found in washing and conditioning."
Research has shown that significant hair dye fading is driven by the use of shampoos and conditioners because a little of the hair dye is extracted from the hair shaft with each wash.
ColorTrue enhances color retention However, with the incorporation of ColorTrue Technology, the company claims that from studies it has conducted, conditioners and shampoos have shown a 50 percent improvement in hair color retention and the overall vibrancy of the hair.
These tests were carried out on red hair coloring, but equally Clements said that brunette hair dye had shown a 30 percent improvement in color retention when the technology was incorporated into the hair washing regime.
ColorTrue is a part of the Styleze W Multifuntional polymer, which was developed to offer a high degree of humidity resistance and strong hair styling attributes.
Shampoo, conditioner and styling Clements says that alongside these hairstyling qualities, the Styleze technology can now also be marketed for its hair color retention attributes, creating a complete line of hair color retention products.
ISP's color retention technology is one of a series of launches from the company during the course of the last few months.
Most recently the company launched a series of botanical ingredients and an anti-aging ingredient at last month's In-Cosmetics event in Amsterdam.
The launches included a rice-based moisturizer, a self tanning agent based on green pea extract and an anti-aging active based around a synthetic heptapeptide