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PeRA|357 - The Story Behind the Brand

Thursday, 07 September 2017 15:09
(b/w clockwise from top left): Nick Wood, CEO; Helen Mellars, Head of Operations; Corinne D’Souza, Head of Education; Professor David Lewis, Chief Scientific Officer.

Behind every successful hair brand there’s a story - for PeRA|357, that story began with an idea which evolved into a reality, thanks to the skill and knowledge of the 4 people whose passion is its key driving force.

So what does it really take to launch a new hair product? Not much in reality. All you basically need is enough money to manufacture it, package it and market it. Then comes the catch - you discover that nobody wants to buy it! One of the main reason for that will probably be because the market is already flooded with similar, more reputable products, all with a proven track- record. So to really make an impact, your product must be innovative, exciting and effective while offering consumers and professionals that something special that will get them engaged and talking about it. That's exactly what happened in the case of PeRA|357, but long before their product manufacturing process was ever up-and-running, they already had every base covered - thanks to four people contributing their own unique and special skills. 

25 YEARS IN THE MAKING 

As with all new ideas, PeRA|357 began its life as a blank sheet of paper early in 2016, but its roots go way back to almost 25 years earlier when Nick Wood, Helen Mellars and Corinne D'Souza met on the same day while working for one of the major hair product manufacturers. “It was the start of long friendships based on huge respect for each other and a great sense of fun,” explains CEO of PeRA|357, Nick Wood. “There were qualities in our relationship that endured even after we went our separate ways. While I continued to work with Helen in the fashion industry, Corinne took on her own TONI&GUY salon franchise in London’s trendy Notting Hill.”

Fast forward over two decades before fate eventually played its hand and Nick was approached by Colour Chemist, Professor David Lewis, who had been researching and developing a technologically revolutionary scientific formula which allows the removal of artificial hair colour without compromising the condition or affecting the natural pigment of the hair itself. When David was ready to commercialise his inventions, the circumstances also seemed perfect to ‘get the band back together again’, but this time with four members, rather than three! So in January 2016, the PeRA|357 project was born. Following the launch of Re-Kolour in October last year the pre-shampoo treatment Triple Impact was launched. PeRA|357 has proven its commitment to beautiful, damage-free results, not just for coloured hair, but for all hair types. The colour brightening product Re-Fresh launched in January suggests this is just the start of an impressive journey. 

 

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