In this paper, a novel approach to the mixed Gaussian and impulsive noise reduction in color images is proposed. The described denoising framework is based on the Non-Local Means (NLM) technique, which proved to efficiently suppress only the Gaussian noise. To circumvent the incapacity of the NLM filter to cope with impulsive distortions, a robust similarity measure between image patches, which is insensitive to the impact of impulsive corruption, was elaborated. To increase the effectiveness of the proposed approach, the blockwise NLM implementation was applied. However, instead of generating a stack of output images that are finally averaged, an aggregation strategy combining all weights assigned to pixels from the processing block was developed and proved to be more efficient. Based on the results of comparisons with the existing denoising schemes, it can be concluded that the novel filter yields satisfactory results when suppressing high-intensity mixed noise in color images. Using the proposed filter the image edges are well preserved and the details are retained, while impulsive noise is efficiently removed. Additionally, the computational burden is not significantly increased, compared with the classic NLM, which makes the proposed modification applicative for practical image denoising tasks.