Online Exclusives

A Star Is Born

By Nancy Jeffries | September 26, 2012

Wella Professionals Launches Illumina permanent hair color.

Wella Professionals let down its hair with a festive launch in the town where glamour reigns supreme, Hollywood, California. On September 19, the Wella Professionals team welcomed the press into its world of color and placed the spotlight on Illumina, its latest advancement in permanent hair color, said to be Wella Professionals’ biggest innovation in 20 years.
 
In what was dubbed a Day of Enlightenment, Wella Professionals, a salon professional brand for more than 130 years, introduced Illumina, a premium professional permanent color claimed to leave hair closer to virgin hair, while creating luminosity with enhanced light reflection. In addition, the new line, which joins a portfolio featuring Koleston Perfect, Color Touch, and Blondor, is designed to deliver a glossy glow for women who prefer a more subtle, translucent color versus a rich, opaque result. The new range offers 20 shades of sheer, natural-looking tones, which give hair luminosity, permanent coverage results, including 100% gray coverage, and will not compromise the look and feel of the hair.

The Wella Professionals Experts

According to Fabio Sementilli, Creative Director Wella Corporation, The Professional Salon Division of P&G, and a stylist and educator for 25 years, “Wella has come out with many firsts, from the first cream color, to its more than 2 million stylists, and their 90 million clients.” While he said that Wella Professionals is all about the end consumer, he also noted the important role that stylists play in the industry. “We’ve got a huge global company and we’ve got to stay on top,” said Sementilli, discussing the changes that have occurred over the last 12 years. He noted that Wella has come to really understand the market. With two labs in Darmstadt, another in Cincinnati, and an R&D professional studio in New York City, Wella Professionals is well-positioned to listen to their global consumers and develop the technologies to satisfy them.
 
“In the end, it comes down to the consumer,” said Sementilli. With 87% of women feeling that their hair is important to their overall appearance, one of two believing their hair is an accessory, and 72% feeling their color makes them feel more attractive, developing a color technology that answered the consumers’ desire for natural looking and feeling hair has been a high priority for the brand.
 
According to Paula Rufo, Wella Education Associate Manager, and a colorist and stylist for more than 20 years, who also worked in Research & Development at P&G for seven years, “Illumina’s technology is five years in the making, has been tested by 15,000 stylists worldwide, and has been shown to deliver color that looks like it was lit from within.” Wella’s Sementilli ascribed the results, claimed to feature characteristics of virgin, or childlike hair, to a technological turning point based on patented Advanced Microlight™ Technology, which makes it soft in feel as well as offers translucency.
 
The outer layer of the hair, the cuticle, is transparent like fingernails, and the condition of the hair cuticle is important in allowing light to pass through and see the real color tones within. Impurities, such as tiny metals or particles of copper, are left as a residue from water as you wash the hair and can stick to the cuticles. These can form free radicals during the coloring process and in turn, cause damage to the cuticle surface. On a rough cuticle, rays of light become diffused, creating less reflection and luminosity.
 
Illumina’s Color Advanced Microlight™ technology contains millions of micro-particles that encapsulate the tiny metals and free radicals left on the hair, attracting them with a special chelator, which protects the cuticles and enables them to maintain their clarity. The cuticles are then left smooth and clear, which allows light to pass through and illuminates natural highs and lows from within, in any kind of light. The result is enhanced light reflection and hair protection. Sementilli describes it as an action that allows the cuticle to lay flat, almost like a window, so there is a glow from within the hair, illuminating from within, that interacts with the surface light.
 
Paula Rufo noted, “Sixty-two percent of women don’t color their hair for fear of damage and many of them use demi-permanent color. After you color your hair with Illumina you won’t be able to tell the difference between your virgin hair and your colored hair.” Dean Roybal, Wella Professionals Stylist, educator, and co-owner of Planet Salon, likened the results to a watercolor painting, and noted that stylists had described the shine component as looking like the light was dancing on the hair. Roybal, who looks at clients’ hair as a canvas when determining their needs in consultation, said, “Where Koleston Perfect is the opaque oil painting, Illumina is the watercolor. It leaves luminous, sheer color, and leaves hair in a virgin state. It can also be used as a gloss, permanent color for gloss, and for lift of color.” Roybal, who has been using the color in his salon for the past six-seven months, says, “It has raised the bar in creativity, feels great, and smells great.” It will officially launch and roll out to salons in January 2013.
 
Natural, Luminous, and Celebratory

According to Wella Professionals creating the luminosity in Illumina took its cues from virtual animation companies in the film industry. Scientists at Wella Professionals employed the same software technologies used by companies like Pixar to learn what makes hair luminous from within. According to Maria Castan, Scientific Communications for Wella Professionals, “Virtual animation companies have created the most complex software technologies that are able to reproduce, perfect, and improve the beauty of ‘reality.’ Similarly, we have brought luminosity in colored hair to the next level of naturalness, perfection, and beauty.” Harnessing the technology is said to have enabled scientists to better understand the physical structure of the hair itself and produce ultra-realistic renderings that led to the invention of innovative formulas and ultimately a new generation of color.
 
Celebrities on board with Illumina color include January Jones, of Mad Men, who appeared at the recent Emmy Awards in Los Angeles, sporting Illumina color; as well as Rebecca Romijn, actress and Wella spokesperson. The Hollywood buzz attests to the new Illumina as a “game changer,” and stylists who have been using the color note the healthy and natural color results. To maintain the healthy look, feel, and shine of the hair when clients leave the salon, Wella Professionals offers the Brilliance™ regimen, specially designed to protect the hair and its color.
 
The Brilliance™ Collection by Wella Professionals, includes Brilliance™ Shampoo, for coarse and colored hair, or fine to normal colored hair; Brilliance™ Conditioner, for coarse, colored hair; as well as for fine to normal colored hair; Brilliance™ Treatment, for coarse, colored hair; and Brilliance™ Treatment, for fine to normal colored hair. The collection also includes Brilliance™ Color Protection Serum, Brilliance™ Leave-In Balm, for long, colored hair; and Brilliance™ Leave-In Mousse for colored hair.

Hollywood was clearly the place to launch the new color, where stylists, educators, and celebrities alike could showcase the product among the sunlit hills of southern California. In a launch dinner held at the Hollywood Roosevelt Hotel Rooftop, Reuben Carranza, CEO, Wella Salon Professionals, announced the high performance color line to the press, saying, “We believe that what you saw today is the birth of a new color. It says what it does, and it does what it says.” The roll out to salons is slated for January 2013.

More info: www.wella.com
 

Related End-User Markets:

  • The World Comes to Orlando

    The World Comes to Orlando

    Tom Branna, Editorial Director||December 1, 2016
    More than 1,600 chemists traveled to Florida for the IFSCC Congress

  • The Plex  Phenomenon

    The Plex Phenomenon

    Denise Costrini, Croda North America||December 1, 2016
    Croda details the hair-protecting qualities of bond multipliers and the company’s new bond-building formulation system.

  • New Hair Care Ingredients

    December 1, 2016
    Check out the latest releases from suppliers.

  • Organic Matter

    Organic Matter

    Christine Esposito, Associate Editor||November 14, 2016
    FTC and USDA hold a public roundtable to discuss consumers’ perception of organic claims.

  • Help for Up Above

    Help for Up Above

    Christine Esposito, Associate Editor||November 14, 2016
    A brand from Down Under is touting a new formulation for what’s missing on top.

  • Hair for Me!

    Hair for Me!

    October 31, 2016
    Function of Beauty fulfills the promise of personalization in the beauty space—one bottle at a time.

  • Let the Magic Begin!

    Let the Magic Begin!

    Tom Branna, Editorial Director||October 10, 2016
    IFSCC Congress gets underway at Walt Disney World this month.

  • P&G’s Latest Patents

    P&G’s Latest Patents

    Christine Esposito, Associate Editor||October 10, 2016
    A look at recent patent and IP related news from the biggest household and personal care player in the US.

  • Cosmetic Chemists Head to Orlando Next Month

    Cosmetic Chemists Head to Orlando Next Month

    September 26, 2016
    Organizing Chair Guy Padulo explains why you should attend the IFSCC Congress.

  • Active Agents

    Active Agents

    September 19, 2016
    On the surface, surfactants may seem staid, but the market, and the supplier activity driving it, is bubbling.

  • Expanding Erbaviva

    Expanding Erbaviva

    Christine Esposito, Associate Editor||September 13, 2016
    A farm-to-bottle organic brand celebrates its 20th anniversary with a new look, new products and plans to expand in the US.

  • Lauder’s Latest Patents

    Lauder’s Latest Patents

    September 1, 2016
    A composition with NIR light emitting material, a skin care device and more awarded to this beauty business giant.

  • Fro Yo!

    Fro Yo!

    Tom Branna, Editorial Director||August 22, 2016
    Project Beauty dishes out Hairgurt, a line of vitamin-rich hair shampoos and conditioning masques.

  • Red, Black & Blue

    Red, Black & Blue

    August 8, 2016
    No matter who wins the US Presidential election, Americans expect their finances to get bloodied and bruised in 2017.

  • Athletes, Not Objects

    Athletes, Not Objects

    Nancy Jeffries, Contributing Editor||August 1, 2016
    Dove Unveils My Beauty billboard in Times Square.

  • Patent Update

    Patent Update

    July 28, 2016
    Three-layered hair product from Lauder, palm oil extracts for wrinkle treatment and more in recently awarded patents.

  • Enter Éclair

    Enter Éclair

    Christine Esposito, Associate Editor||July 5, 2016
    A new naturals line rolls out in Rite Aid stores nationwide.

  • What

    What's Next for the UK?

    Sarah Boumphrey, Euromonitor International||June 27, 2016
    Euromonitor weighs in on how Brexit could impact consumer product companies.

  • The Future of Innovation

    The Future of Innovation

    Nancy Jeffries, Contributing Editor||June 27, 2016
    Fashion Institute of Technology graduate students tackle a far-reaching topic for their Capstone project.

  • Problems for Preservatives

    Problems for Preservatives

    June 20, 2016
    David Steinberg details the issues surrounding this critical ingredient category.

  • Exploring Green in Vegas

    Exploring Green in Vegas

    Christine Esposito, Associate Editor||June 6, 2016
    Cosmoprof North America sets the stage for brands dedicated to the growing and evolving eco-friendly beauty space.

  • We

    We're Surrounded!

    Tom Branna, Editorial Director||May 30, 2016
    Industry experts explain the important role that the skin microbiome plays in human health.

  • Luxury Re-Coded

    Luxury Re-Coded

    Nancy Jeffries, Online Editor||May 25, 2016
    Consumers have new expectations for beauty.

  • Procter Reels in Doctors

    Procter Reels in Doctors

    May 16, 2016
    The Procter & Gamble stand was abuzz during the annual meeting of the American Academy of Dermatology.

  • If You’re Going to San Francisco…

    If You’re Going to San Francisco…

    Tom Branna, Editorial Director||May 13, 2016
    Be sure to contact the Bay Area Beauty Association.

  • Kitchen Counter Cosmetics

    Kitchen Counter Cosmetics

    Christine Esposito, Associate Editor||May 2, 2016
    LOLI box marks the convergence of natural and organic ingredients, subscription service and DIY cosmetic chemistry.

  • Mapping Out Multicultural Beauty

    Mapping Out Multicultural Beauty

    April 25, 2016
    Agnieszka Saintemarie of Kline Group about current trends and challenges in multicultural beauty.

  • At a Loss for Curls?

    April 22, 2016
    Amplixin, a Miami-based maker of hair strengthening products, has a solution for hair loss.