Wella Professionals Introduces New Shades Inspired By Nature

Wella Professionals continues to evolve its color offering with the introduction of five new shades to the Allure “Best of Beauty 2014” winning hair color range, Koleston Perfect Innosense. Inspired by raw elements of nature, the new shades provide ingredient-conscious color clients with the natural-looking and permanent hair color that fits their lifestyle needs. The line extension emerges at a symbiotic time as beauty consumers put a greater focus on total well-being and overall health in the products they use without compromise in the final results which Wella Professionals Koleston Perfect Innosense is guaranteed to deliver.

As the global expert in color, Wella Professionals is determined to provide more options to allergy sensitive and ingredient conscious consumers, with a revolutionary new hair dye molecule, ME+, which offers reduced risk of developing an allergy while delivering full color performance and color spectrum*. Bringing this science to the salon, Wella Professionals Koleston Perfect Innosense is the first and only hair color brand formulated with ME+.

HOW DOES ME+ WORK?

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Current Hair Dye Molecules

Para-Phenyldiamine (pPD) and para-Toulenediamine (pTD) are dye molecules used commonly in color products for their great coverage and lasting results. pPD and pTD are present in approximately  90% of hair color shades, and they are the key color dye molecule in natural, brunette and dark shades. However, on rare occasions, hair color allergies can be caused by these two ingredients.

Wella’s Solution with ME+

For two decades, Wella Professionals scientists have researched how to formulate a molecule that reduces the risk of developing allergy, while maintaining uncompromised color performance. The revolutionary solution is a new dye molecule, ME+, which still contains the molecule part responsible for color vibrancy, lastingness and coverage, but has a modified shape that bypasses the T-cells. This occurs because the unique shape of the ME+ molecule does not fit the T-cell receptors so easily, therefore, reducing the risk of developing an allergy.

Harmonious COLOR

As an industry leader in salon color, Wella Professionals offers the trusted results you would expect from its iconic Koleston Perfect line, with KP Innosense, including up to 100% gray coverage and up to 3 levels of lift. Now available in 27 intermixable,beautifully vibrant shades, ranging from sophisticated blonde and brunette to bold black and daring red, and the new natural shades ranging from earth, mineral to stone, Koleston Perfect Innosense leaves hair vibrant and full of vitality.

Wella Professionals Global Creative Director for Color, Josh Wood, is confident that the new mineral inspired shades in the Koleston Perfect Innosense range will strike a chord and thrive in this ever-changing industry. “As a colorist, I am witness to how beauty trends are constantly changing and how the wellness market is becoming increasingly popular in the world of beauty. Wella Professionals never misses a beat – the introduction of the new Koleston Perfect Innonsense shade offerings will allow consumers to indulge in the brand they love without the worry of the ingredients. I am so excited to introduce the mineral inspired shades to both my celebrity and salon clients who color their hair, especially the ones that crave the natural, subtle look that is currently trending.” 

SCIENTIFIC SUPPORT

The ME+ technology present in Koleston Perfect Innosense has been reviewed and approved by key dermatologists, immunologists and toxicologists. Leading dermatologist Dr. Jessica Wu, commented on the pioneering technology, “ME+ signifies a crucial advancement in reducing risk of developing an allergy in hair color formulation and a momentous milestone in hair care.”

Koleston Perfect Innosense follows other hugely important industry innovations from Wella Professionals such as ILLUMINAColor and Color.id, providing stylists and consumers with the ability to select products that fit both their hair type and needs while achieving unparalleled results.  

AVAILABILITY

Wella Professionals Koleston Perfect Innosense launched September 2014, with the new earth tone shades available March 2016.  The complete Wella Professionals range of color lines can be found at professional salons across North America. For more information, visit www.wella.com.

About Procter & Gamble: P&G serves approximately 4.8 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Ace®, Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Duracell®, Fairy®, Febreze®, Fusion®, Gain®, Gillette®, Head & Shoulders®, Iams®, Lenor®, Mach3®, Olay®, Oral-B®, Pampers®, Pantene®, Prestobarba®, SK-II®, Tide®, Vicks®, Wella®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands. 

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