As a colorist, you know that the hardest clientele to reach are those with 'Virgin Hair' aka hair that has never been chemically processed or colored. The Illumina Permanent Color is a patented product that has been 5 years in the making to help keep damage to a minimum and keep hair as close to natural, 'virgin hair' as possible. This is huge news for the industry, especially since 62% of women who do not color their hair say that fear of damage is the main reason.
According to Fabio Sementilli, the Creative Director of Wella Professional, “ILLUMINA is about clear color, clear shine and clear vibrancy. Women who say they’re afraid to color their hair because they worry about damage will see shining hair that is in great condition. The effects are the same on virgin as they are on previously colored hair.” The Illumina Color Line will be officially released and available for purchase in January, 2013!
If you use Wella products in your salon, you can go to the Wella Professional Website and register your salon. This will help get the word out to potential clients that they can have Wella products used on their hair at your salon! Also, Pure Spa carries over 65,000 products, including Wella Color, Wella Developer, Foil, Brushes, Bottles, Bowls / Shakers, Capes and other accessories!!
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