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Colour Different with Elumen

Tuesday, 15 October 2019 09:35

Goldwell introduces ELUMEN PLAY a semi-permanent hair colour for ultimate versatility. Mix and match 13 stunning shades that are made to fade - then ERASE and you can play again!

Elumen Play is Goldwell's new kid on the block - a compact assortment of mix and match shades with up to 100% fading on tone. Lasting up to 10-15 washes, Elumen Play is a ready to use true semi-permanent colour which is simple to use and doesn't require a developer.  The range includes 8 PURES: Sunny Yellow, Juicy Orange, Fiery Red, Mysterious Violet, Hot Pink, Ocean Blue, Tropical Green and Jet Black. With Elumen Play Jet Black, you can give your formula a smoky character, or simply add it to pure or dark bases (level 2-3) to intensify shine and depth.  Then there are 5 PASTELS: Blush Coral, Bashful Rose, Sweet Lavender, Cool Mint and Clear.  With Elumen Play Clear, you can dilute or pastellize all other Elumen Play shades. 

Elumen Play contains Goldwell's unique HDmax Technology - a system of specially-selected direct dyes which have been designed to fade on tone.  They create extraordinary intensity by sitting both on the outer  and inner levels of the cuticle layer. Advanced shine and care technology also gives outstanding colour shine, brilliance and hair that is healthy-looking and with glow effect.  Then, when it's time to change colour, The Elumen Play Eraser is designed to remove every shade of Elumen Play  on pre-lightened hair, up to 100%, allowing you  to create a clear canvas for your creative work  and gives your client flexibility to easily play again. With an eye on the environment, Elumen Play boxes are produced with sustainably sourced paper (FSC certificate) and are 100& climate neutral.


When Elumen was first introduced in 2001, the professional hair colour market woke up to a range of long-lasting, non-oxidative, ammonia free, odour free direct dyes with incredible shine and extraordinary colour brilliance. Ever since, Elumen - the original Elumination - has been a real game-changer for salons. and the first choice for creative colouring. 

Now the story continues - reinvented and re-launched for a new generation of creatives. 









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