Wella Professionals, the world’s number one professional color brand in hair salons, is renowned for innovation, state-of-the-art products, and inspiring techniques. It has been over 70 years since Wella invented the first demi-permanent color, which led to the creation of Color Touch: the iconic ammonia-free, multidimensional demi-permanent color. Loved globally for decades by millions of stylists worldwide, it became the perfect solution for clients who want to frequently change their hair color without compromising its health. Now, it’s time for an upgrade.
Wella Professionals is revolutionizing the hair industry once again by modernizing Color Touch: its iconic ammonia-free formula is now also vegan, with a built-in metal purifier that provides uncompromised shine and vibrant shades, regardless of hair condition. The demi-permanent formula delivers intense color and stunning shine, achieved with up to 85% natural ingredients. Color Touch fades beautifully after 28 washes, making it perfect for anyone looking to adapt their color according to the season, trends, or the most popular social media looks.
What makes the improved formula so appealing? Firstly, creating vibrant color can be challenging for damaged hair due to the presence of metals. Wella Professionals’ Color Touch formula has been enhanced with a built-in metal purifier to ensure true-to-tone vibrancy, regardless of hair condition. The results are excellent on healthy hair, but thanks to the new metal purifier, Color Touch will deliver even more faithful results on damaged hair. We’re talking 100% reliable color, without needing extra products or time to achieve flawless results.
The new Color Touch has a vegan formula and, additionally, the formula is free from ammonia, silicones, and mineral oils. There are over 90 shades in the Wella Professionals Color Touch color palette, with the latest addition being the bronze collection, offering three stunning natural shades with a hint of mahogany. These new shades are divine, balanced with warm and cool tones to suit all skin and hair types and are ideal for clients looking to adopt a bronze hue this season.
Furthermore, who doesn’t want trendy hair color? After extensive trend research, Wella discovered that people are seeking intense and vibrant hair colors with seamless melt finishes. Wella Professionals is launching its new signature service: Color Touch Melt for 100% ultra-personalized, vibrant colors. This premium technique combines 3-5 shades to create a unique, haute-couture, multidimensional color that “melts” perfectly and reflects light, enhancing vibrancy and shine. This service is performed with the new Color Touch formula, which has a thicker, non-drip consistency to blend precisely and seamlessly, delivering intense, shiny colors.
Additionally, Wella Professionals presents six fashionable looks for the fall/winter 2024/2025 season to inspire professional colorists and bring happiness to women’s lives: Cherry Melt, Blueberry Melt, Vanilla Melt, Chocolate Melt, Pumpkin Spice Melt, and Caramel Melt.
Rediscover Color Touch, enjoy the new concept, and confidently choose demi-permanent color!
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