The Pursuit of Perfection
Wella Professionals rolls out new Koleston Perfect hair color.
By Christine Esposito
When it comes to hair color in the salon market, stylists need to be on trend and deliver hues that will match the style of the season with products that provide shine, conditioning and long-lasting color.
P&G’s Wella Professionals says it has rolled out a revamped version of its Koleston Perfect hair color that does just that.
To develop new Koleston Perfect, P&G conducted research with 20,000 stylists and consumers in Europe, North America and Asia, according to Jerry Teuschler, principal scientist for P&G Beauty.
What drives Koleston Perfect is Triluxiv technology, which the company said addresses the hair strand in three phases.
Koleston Perfect is said to address the hair strand in three phases.
The second phase is Color Intense, the coloring phase in which high-density color (HDC) molecules and Welloxon Perfect HDC Activator work in tandem.According to P&G, the improved consistency of Welloxon Perfect allows it to adhere thoroughly to the hair, allowing maximum development of the HDC molecules, which results in long-lasting, radiant color with an improved color balance.
The final phase is Shine Guard, during which the HDC molecules link to light-reflecting shields in the cuticle of the hair. A lipid coating forms a protective film around the hair for optimal care and protection, providing improved combability and long-lasting, healthy shine, according to the company.
“The new Koleston Perfect hair color delivers 69% more shine compared to untreated hair—and shiny hair is always on trend. No matter how current your style or cut is, if your color looks dull and lifeless you won’t stand out,” Mr. Teuschler told HAPPI.
By collaborating with top colorists Wella Professionals is able to deliver new tones and shades that will enable today’s stylists to be in step with the latest looks. In fact, Koleston Perfect’s expanded color pallete features nine new shades based on fashion trends, according to P&G.
One of those hot trends is red, which is notorious for fading faster than other hair colors.
“Reds are hotter than ever this year and the new Koleston Perfect formula allows redheads to really shine—for longer than ever before,” said Mr. Teuschler, who said that Koleston Perfect’s new dyes combat that, delivering 15% longer-lasting reds, which translates into“happy clients who maintain their color longer.”