In the midst of her busy NYFW schedule yesterday, Nexxus invited Kim Kardashian West and her new, icy-blonde hair to stop by the Nexxus New York Salon and stock up on the brand’s signature Emergencee Protein Treatment.

Kim Kardashian West’s NYFW “Emergencee” Hair Treatment

“Oh, no big deal, just came into the Nexxus store. My hair being bleached, I have to get this new Emergencee Protein Treatment. So excited.”-Kim Kardashian West

Kim Kardashian West’s NYFW “Emergencee” Hair Treatment

Kim Kardashian West’s NYFW “Emergencee” Hair Treatment

Kim Kardashian West’s NYFW “Emergencee” Hair Treatment

Kim Kardashian West’s NYFW “Emergencee” Hair Treatment

Kim Kardashian West’s NYFW “Emergencee” Hair Treatment

Kim Kardashian West’s NYFW “Emergencee” Hair Treatment

Kim Kardashian West’s NYFW “Emergencee” Hair Treatment

Kim Kardashian West’s NYFW “Emergencee” Hair Treatment

Kim Kardashian West’s NYFW “Emergencee” Hair Treatment

Now more than ever, Kim’s hair is in need of a powerful protein dose and we’re delighted she’s putting her trust in Nexxus. After undergoing continual aggressors during the bleaching process, hair loses considerable protein – a key nutrient for healthy locks. That’s why Nexxus created the Emergencee Protein Treatment, which contains the most potent protein blend of all Nexxus products, and is designed to strengthen and restore strands to their pre-damaged state. After just one use, hair’s health, condition and shine is dramatically improved; after repeated use, studies show the repair is so intensive that the internal strength is even greater than that of untreated natural hair.