Wella Professionals, the global leaders in professional hair care, has announced the launch of Illumina Color – the latest innovation in hair color with ground breaking technology which is set to totally revolutionize the industry and change how we think about hair color.
Illumina Color contains Advanced light™ technology with its millions of micro-particles that encapsulate the tiny metals left on the hair, reducing cuticle damage and keeping the surface of the hair cuticle healthier and more transparent colour after colour.
Just as with cosmetics, girls who colour their hair can largely be divided into two groups: those who go for a saturated, full-on colour approach – red lips, strong foundation, block hair colour and a very ‘done’ result, while others however prefer a more natural, sheer result: tinted moisturiser, coloured gloss and a sheer subtle hair look.
If a glossy glow is the look you rock, then Illumina Color is for you. Its result is a shimmering sheerness which gives a look that is beyond natural. But what makes it so special? Illumina Color boasts an incredible 20 per cent less cuticle damage and 70 per cent more light reflection as well as up to 100 per cent grey coverage.
Rami Lussa – CEEMEA Illumina Ambassador from Wella Professionals , said: “Going a step further than virtually animated movies, Wella Professionals have been able to bring luminosity in colored hair to a complete new level of naturalness, perfection and beauty in such a way that it is able to differentiate from total luminosity to the luminosity that comes from within the hair.”
For the first time ever in the hair care industry Wella Professionals has harnessed the tools and technology used by companies like movie giants Pixar to learn exactly what makes the most beautiful hair luminous from within.
Wella Professionals Global Creative Director - Color, Josh Wood says, “Illumina Color creates a shine like I have never seen before. In fact we are going to have to work hard to find a new word to describe the result of this product. It’s so luminous...there’s a real lightness to this which is just how I think hair should look.”
In fact, every hairdresser who has tried Illumina Color has just fallen in love with it and so will you. Once you have tried Illumina Color, there is no turning back: just as your skincare and make-up rituals form the basis of your beauty regime, the same will be true of Illumina: you simply won’t feel dressed without it.
Illumina Color is only available at Wella Professionals salons. For more details, log into www.wella.com.