Poised to celebrate and educate, Wella Professionals’ executives, hair stylists, colorists and sensorial experts mingled with guests last month at an event that accentuated results in terms of touch, smell and visual impact on the senses. With Katy Perry’s “Firework” soundtrack in the background and a stylish Frank Gehry-designed event space as the venue of choice, editors gathered at New York City’s IAC building off the West Side Highway to experience Wella Professionals’ launch of a new high-performance hair care and styling collection.
The sensorial aspects of hair care were at the forefront, as color, texture, shine and scent all supported the notion that women are no longer satisfied with one-dimensional beauty and are seeking products that engage the senses. Wella Professionals’ enlisted the Future Foundation, which provided psychological, educational and anthropological context to investigate the role of the senses in beauty and hair care, and ultimately merged innovative technology, sensorial ingredients and invigorating ingredients in the new care and styling introductions.
According to Reuben Carranza, chief executive officer, Wella Professionals, P&G, the new care and styling ranges allow women to cleanse, condition and treat their hair, as well as enhance their finished looks with collections based on hair texture, color, condition and special needs.
Wella showcases Beachy Hair with its new product, Ocean Spritz.
Wella Professionals has always been about expertise in beauty, with a 130-year professional hair care heritage,” said Carranza, inviting guests to discover the House of Wella. “It is one of a few crown jewels in P&G’s global brands, with the coveted billion dollar designation, one of 23 billion-dollar brands, and there are four million hair dressers using Wella Professionals brands.”
Carranza introduced Mary Atherton, vice president-external relations, P&G Professional, who said, “The House of Wella will enable users at home to have professional hair looks.”
Josh Wood, global creative director responsible for creating the Wella looks and for working with Wella’s creative team to create their Trend Vision hairstyles, demonstrated some of the looks that will be part of the annual International Trend Vision competition, scheduled for next November in New York City. The trends for 2011 include Lumina, sensorial and sleek; Passionista, romantic and elegant, with bold red at its core; Glamazon, with tribal-inspired textures, rich browns and gold; and Polaris, dramatic dark and light looks, with a graphic edge.
Wella showcases Shine, with Mary Atherton, VP, External Relations, P&G, left, and Josh Wood, Global Creative Director, Color, Wella Professionals, right, and model with shiny, sleek style.
Teca Gillespie, scientific communications for Wella Professionals, said, “Our high-performance ingredients and technologies like the ones for the Brilliance line, allow you to see alluring color brilliance, touch irresistible softness and smell the invigorating fragrances. It is very sensorial and holistic, and we’ve enlisted top scientists to create this line.”
In addition to Brilliance, designed for coarse, color treated hair, which includes a Triple Blend Polymer technology featuring a polymer emulsion, a lubricating polymer and a refining polymer, for lightweight, maximum protection, as well as a fragrance with zesty top notes, honey middle notes, and musky, sandalwood at the base. The collection also includes Enrich for dry hair, to boost shine, smoothness, and moisture levels; Balance, for scalp health; and Age Restore for mature hair, which features antioxidants and panthenol to reinvigorate hair and add softness.
Red Voluminous Hair by Wella Professionals.
Global creative director, care and styling, Eugene Souleiman— dubbed “The Sultan of Sensuality— presented the Sensual part of the session. He highlighted the Pearl Styler Styling Gel, which he said could be used on wet or dry hair to add definition, shine and hold plus volume and movement; and on dry hair specifically, to shape and define, as well as for finishing, to embellish style. Also featured was Ocean Spritz Beach Texture Hairspray, which may be used with dry hair, to give a soft, sea spray, add volume without weight, and provide a carefree look without crunch. Smooth Brilliance Shine Pomade, a dry stage styler, was utilized for luminescence, anti-frizz definition and shine. Wet Stage Stylers include Stay Brilliant Color Protecting Lotion, Natural Volume Styling Mousse and Curl Craft Wax Mousse to shape supple curls; and Finishing Stage Stylers include Mirror Polish Shine Serum, for high gloss, and Dynamic Fix 45-Second Crafting Spray and Stay Firm Finishing Spray, for finished style and controlled fixation. The styling pillars for each product include directions for when to use each product and what each level of hold is for each product.
Wella product assortment display.
Products in the Brilliance collection included a shampoo, conditioner and treatment for coarse and colored hair; as well as a range for fine to normal colored hair. For all textures, the collection includes Brilliance Color Protection Serum, to protect hair from fading and shifting; Brilliance Leave In Balm, to protect and smooth long, colored hair, and Brilliance Leave In Mousse for colored hair, for a smooth, lightweight touch. The Enrich products, for dry, damaged hair, include Moisturizing Shampoo, Moisturizing Conditioner and Moisturizing Treatment; Enrich Volumizing Shampoo, Conditioner and Treatment for fine to normal hair; and Enrich Self-Warming Mask, Bouncy Foam and Straight Leave-In Cream for all hair textures. The Balance Collection also featured Calm Sensitive Shampoo, a fragrance-free shampoo to condition the sensitive scalp area, and Calm Treatment for sensitive scalp. The Age Restore range featured Age Restore Restoring Shampoo for coarse hair, and Age Restore Restoring Treatment to revive mature hair. Additional Dry Stage, Wet Stage and Finishing Stage Stylers comprise the collection, with price points for products ranging from $6 to $17.
Beginning in May 2011, the complete range of Wella Professionals Care and Styling products will be available at salons nationwide.
More info: www.wellausa.com