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Wella Color Charm Gets a Makeover

April 4, 2013

This month, get ready for a brand new look from Wella Color Charm, as the permanent gel and demi-permanent crème gets revamped to match its modernized liquid color collection. With a spectrum of shades available in liquid, gel, or crème, Wella Color Charm unleashesartistic creativity, according to the company.The Wella Color Charm Permanent Gel line includes 47 intermixable shades featuring Gelfuse technology. To ensure the entire collection matches the liquid palette, 21 shades were reformulated. The formula’s thicker texture compared to liquid is ideal for bowl and brush application for more precise placement, said the company. Meanwhile, Wella Color Charm’s Demi-Permanent crème formula with Cremefuse technology is the ideal product to glaze, tone, enrich, blend, or pre-pigment. It is mixed with the Wella Color Charm Activating Lotion, now also in upgraded packaging. Prices start at $3.49.

Wella recently expanded its hair color offerings.
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