Wella Professionals Expands ILLUMINA To Color With Vision

Internationally acclaimed salon professional brand, Wella Professionals, has been committed to serving the beauty industry with exceptional color products and scientific innovations for over 130 years. In 2012, Wella Professionals launched the most advanced permanent hair color science the industry has seen, which leaves hair closer to virgin hair while creating luminosity with 2X more light reflection. ILLUMINA Color delivers a glossy glow for women who prefer a more subtle, translucent color versus a rich, opaque end result. The current 20-shade range is expanding with six new couture colors to offer natural-looking tones to give hair incredible luminosity with permanent coverage results, without compromising its look and feel. 

WHERE TECHNOLOGY MEETS CREATIVITY

ILLUMINA Color is the first permanent color that is luminous in every kind of light due to Advanced MICROLIGHT technology. Hair cuticles are left smooth and clear, allowing light to pass through and thus illuminating natural highs and lows from within. ILLUMINA Color fits perfectly with Color.Id; a freehand color system that lets you place color next to color without bleeding. These new shades help you to create customized and artistic looks for trend-driven, personalized color that offer consumers and stylists an endless canvas for self-expression.

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COLOR WITH VISION

ILLUMINA Color is already a game changer in salons nationwide, driving customers to discover a new way to experience hair color.  In fact, stylists say that 8 out of 10 clients who tried ILLUMINA Color came back asking for it again and revenue from permanent color services increase by 9% on average due to ILLUMINA Color.

The six new couture shades of ILLUMINA allow you to play with some of the hottest trends for Autumn/Winter ’15 such as marbled colors and untamed textures inspired by raw elements of the environment. Clients will now be able to choose from a fresh variety of shades that will leave them the highest form of self-expression and permanent color result. Creating custom and artistic results for your client is unique to your vision, with the choice of six NEW shades:

  • 6/19 – Dark blonde / ash cendre
  • 6/37- Dark blonde / gold brown
  • 6/76 – Dark blonde / brown violet
  • 8/13 – Light blonde / ash gold
  • 8/37 – Light blonde / gold brown
  • 10/93 – Lightest blonde / ash cendre

To help clients maintain their salon-fresh color, Wella Professionals Brilliance Line is perfect for color-treated hair to preserve hair color luminosity for noticeably longer results. The special ingredients of luxurious diamond dust and effective antioxidants maintain color vibrancy, while lightweight triple-blend technology reduces the friction between hairs, providing a thin and flexible protective coating, and improves elasticity, leaving hair smooth and full of beautiful movement. Wella Professionals six new ILLUMINA Color shades launch September 2015 and are available at salons carrying Wella Professionals nationwide. 

About Wella, Salon Professional unit of Procter & Gamble: Wella has been at the heart of hairdressing since its inception in 1880, passionately shaping the salon professional industry through ground-breaking innovation, creative inspiration, expert education and close salon partnerships. Wella’s portfolio of leading and trusted brands includes Wella Professionals, Sebastian Professional, Sassoon Professional, Clairol Professional, Nioxin and System Professional. Our products and services are distributed in more than 100 countries across the world, making hair color, care and styling dreams real every day for millions of stylists and their clients worldwide. For additional information about Wella, please visit www.wella.com.

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