Actress and model Molly Sims unveiled a dramatic hair color makeover – from sun-kissed blonde to vibrant red, for Nexxus – helping the brand promote its new Nexxus Color Assure color care collection.

Nexxus celebrity color expert and colorist Aura Friedman transformed Sims’ locks.

The collection features a Pre-Wash Primer, our revolutionary first-ever pre-treatment, that shields hair against color fade before it’s even a problem. The products are 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.

The color care system is also sulfate free and provides two times longer color protection, compared with non-conditioning shampoos, when used over an eight-week period.

David Rubin, Vice President, Hair Care for Unilever U.S., said:

“We know women have an emotional connection with their colored hair – one that starts with elation which turns to frustration because of color fade and the inability to make that color last. By developing Color Assure – with our breakthrough primer to help lock out water so colored hair stays vibrant twice as long – Nexxus makes it possible for women to love their hair color longer!”

The brand is also hosting a “Prime Color” contest on Facebook, February 19, 2014 through April 1, 2014.

Sims will kick off the contest by posting a selfie of her freshly colored hair, and encourage others to share their own just-colored selfies, using the hashtag #primecolor on Instagram and Twitter.