Moroccanoil challenges the idea that coloring hair is damaging in a playful new launch.

The beauty brand has unveiled a new range of ‘Color Depositing Masks' offering deep conditioning treatments at the same time as a color switch-up. The series offers temporary colors in seven shades, ranging from pink ‘hibiscus' and cool blue ‘aquamarine' shades to ‘cocoa,' a rich brown.

Users just need to apply the mask to clean, towel-dried hair, leaving it on for up to seven minutes for the color to take effect. Key ingredients, such as apricot kernel oil, hydrolyzed soy protein, and panthenol ensure that the hair is nourished, hydrated, and protected throughout the process, leaving it looking glossy and conditioned.

"We're excited to introduce a collection that stays true to that philosophy, providing equal parts color and care for results with instant gratification," said Moroccanoil Co-founder, Carmen Tal, in a statement.

Moroccanoil isn't the only beauty brand shining the spotlight on vibrant hair color at the moment. Paramore singer Hayley Williams announced that she was stocking her ‘Good Dye Young' hair color line (which she founded alongside stylist Brian O'Connor) in Sally Beauty stores nationwide back in June.

L'Oréal launched Color&Co, a personalized hair coloring experience that allows users to achieve the look they want from home, earlier this year.