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Groundbreaking Colour Innovation: New Koleston Perfect with ME+

Tuesday, 18 September 2018 14:41

Wella Professionals introduces Koleston Perfect with ME+ ™ and Pure Balance Technology ™, in celebration of the brand's most exciting and revolutionary colour innovation for over a century.

Loved by both hair professionals and their clients for generations, Koleston Perfect just got even better!  Following over 7 years of colour science research and the testing of over 3,000 potential formulations, Koleston Perfect will now feature not one, but two new patented technologies, both proven to deliver vibrant rich colour with less damage, colour after colour*.

TWO NEW PATENTED TECHNOLOGIES 

A scientific breakthrough designed to replace extreme sensitizers (PPD and PTD), ME+ Technology reduces the risk by up to 60 times  of developing a new allergy in people not already allergic to hair colorants. “PPD and PTDs were first patented in the 19th century and so it’s hard to imagine that for well over a century our industry has been basically using the same dye molecules on permanent hair colour,” explains Laura Simpson, Chief Marketing Officer Coty Professional Beauty. “New Koleston Perfect with ME+ changes all this: its breakthrough technologies deliver vibrant colour with less damage, colour after colour. We’re confident this innovative approach to permanent hair colour will revolutionise our industry and strengthen our position as the leading  professional hair colour brand.” As well as ME+ Technology, new Koleston Perfect also features Pure Balance Technology. Designed to minimize the formation of free radicals during the colour formation by deactivating impurities like metals present in hair. Free radicals interfere with the colour formation during the colour development and are a key cause of hair damage. the result is even purer colour results with natural depth and shine.

THE SAME COLOUR BUT EVEN BETTER! 

For hair professionals already experienced in using Koleston Perfect, the good news is that the new formula with ME+ requires no habit change whatsoever:  it features the same mixing ratio, the same development time and the same grey coverage, all enhanced with easier mixing, more precise application and an improved fragrance. The result? A better experience for colourists and clients alike. “Smooth, gentle and extremely easy to apply, Koleston Perfect with ME+ achieves a unique fluidity of colour,” adds Andreas Kurkowitz, Wella Professionals’ Global Colour Ambassador. “The difference in consistency to its previous generation creates a more luxurious experience for the client and the colour professionals can easily recognise the superior colour results which are significantly more even, balanced and true to tone from root to tip*. This is major step up in hair colour technology and a major step up for colourists and their clients.”

New Koleston Perfect with ME+ 

A complete colour line-up is available in Wella Salons #AskForWella. 

For further information visit www.wella.com

*FOR PEOPLE NOT ALLERGIC TO HAIR COLOURANTS.Although the risk of developing new allergy is reduced, there remains a risk of allergic reaction that can be severe. Always perform an allergy alert test 48h before each colouration. Strictly follow safety instructions and consult www.wella.com. If your client has ever experienced an allergic reaction to hair colourants, you should not colour. ME+ is present in specific shades of Pure Naturals, Rich Naturals, Vibrant Reds, Special Blonde and Deep Browns of the Koleston Perfect brand.

  • Hair: Wella Professionals



  • The new Koleston Perfect by Wella Professionals



  • Hair: Wella Professionals



  • The new Koleston Perfect by Wella Professionals



  • Hair: Wella Professionals



  • The new Koleston Perfect by Wella Professionals



  • Hair: Wella Professionals



  • The new Koleston Perfect by Wella Professionals



  • Hair: Wella Professionals



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