Berlin, chosen for its innovative spirit and wealth of cultural stimuli, was the background for the global presentation of a new service set to change the world of professional hair colour to the press.
More than eighty journalists were able to see the performance of the new Color.id for the very first time, together with Sylvie Moreau, global general manager Wella Professionals and to two undeniable colour experts like Maria Castan, global scientific communications senior specialist, and Josh Wood, Wella Professionals Global Creative Director Color.
Good riddance to aluminium!
As Maria Castán explained, Color.id is a revolutionary polymer with a patented InvisiDivider technology that acts as a flexible matrix to prevent colour from bleeding among themselves. In fact, Color.id works as an exclusive additive for Illumina Color and Koleston Perfect by Wella Professionals: When added to any of these tone of these coloration, it forms an invisible barrier that prevents the colour you want from mixing with other nuances later on. In this way the use of aluminium foils is completely eliminated from the colouring process, offering the special colourist the possibility of applying multiple tones directly onto the hair, with no fear of bleeding among them and with a colour result that is 100% predictable.
The application of Color.id also offers the utmost comfort to your clients because it respects – and does not attack the scalp and eliminates the anti-aesthetic use of aluminium foils. For Sylvie Moreau, Color.id offers multiple possibilities to grow your salon, in addition to boosting the colourist’s creativity. In fact, is become easy to position different colour highlights near each other without having to resort to papers and without having to worry about dripping: This enables the colourist to create multi-tone services with a simple and – above all – rapid process.
New experiences in salon well-being.
For Josh Wood Color.id offers hairdressers the possibility to free their creative capacities and experiment with new colour concepts on their clients: “This innovation will reawaken the more artistic side of the hairdressing professional: Colourists can explore new ideas and concepts in their in-salon colour service, more quickly and easily for the client, helping them save time and giving them an innovative, comfortable, and pleasant experience.”
“Thanks to Color.id, the colourist can do away with aluminium papers, experimenting with free-hand colour application techniques, without worrying if the tones come into contact with each other: the nuances, in fact, do not mix, thanks to patented InvisiDivider technology, and the hairdresser can apply the colour directly onto the hair like a painter does on a canvas, following his own creative instincts.”
The arrival of Color.id is Wella Professionals salons throughout Europe is planned for next September.
