24 June 2024

Wonder of light

New ILLUMINA Color from Wella Professionals is their biggest breakthrough in professional hair color in the last 20 years, inspired by light.

ILLUMINA is a sheer color which gives your hair incredible luminosity in every kind of light and up to 100% grey coverage with a sheer result. ILLUMINA Color is more than a colour, it’s a wonder of light.

See the light
When color breathes light and is alive with the movement; when hair embraces every subtle shade, responding with endless luminosity; when living proof replaces what you took for granted, then you have seen the light. And color will never be the same.

Dawn of a new era
Light is at once obvious and mysterious, it allows us to see color, it changes it and impacts us in so many ways. There is no color without light. It can bring out the unseen potential in hair, beauty in the individual and has the power to reveal new beauty expressions and stir senses and emotions.

Birth of light
Josh Wood, Wella Professionals Global Creative Director, Color was a great source of inspiration for ILLUMINA Color as he knows that “today’s color needs to look perfect in the salon, in the daylight and in the home of the client.” He looked to the shine, personality and luminosity inherent in the Los Angeles sunrise for inspiration. Josh describes it as “The perfect color for the future which reflects color in every light. Like being in LA in the beautiful sunlight that reflects in it´s best way.” And for Sylvie Moreau, General Manager, P&G Salon Professional: “The true test of how big innovation really is comes when it reaches the hands of the stylist.”

Delighting more clients
ILLUMINA Color enables stylists to offer a premium permanent color service with no compromise on hair health. And salon clients are embracing the idea of luminous color, as Darren Ambrose of D&J Ambrose can testify: “ILLUMINA Color is providing no end of benefits for our salon business. Even if your colorists are already offering coloring services, ILLUMINA Color now provides them with a premium color service.”

Believe it. Our most advanced color science
ILLUMINA Color’s patented Microlight technology protects the cuticles so they maintain their clarity. This allows light to pass through, illuminating  natural highs and lows from within – in any kind of light. Copper is present on the cuticle and interferes with standard color development, leaving a rougher surface. On a rough cuticle, rays of light become diffused, creating less reflection. Microlight technology surrounds the copper, so it does not interfere with color development and increases cuticle protection. Cuticles are smooth and clear, resulting in outstanding light reflection so hair appears healthier and more transparent, color after color.

New beauty must have
The Missoni Autumn/Winter ’12 show saw Josh Wood and fellow Wella Professionals Global Creative Directors Eugene Souleiman collaborate on a hair look that reflected a clothing collection inspired by nature and light. Josh Wood comments,
“I was able to use ILLUMINA Color at the Missoni Autumn/Winter ’12 show on the catwalk for the first time. It gives brilliant luminosity and a sheer finish that mimics the effects of natural sunlight on the hair.” Likewise, at Mary Katrantzou’s Spring/Summer 2013 show, Josh used Illumina Color to seamlessly blend a fusion of natural, youthful color with
sculpted styling. In particular, the cool blonde of catwalk model Crystal’s hair looked radiant under the bright spotlights. And what did Mary Katrantzou think of the finished result?

“It’s beautifully and technically accomplished, so that it really finishes the look. The color is absolutely crucial; if I could color the girls hair more, I would.” “ILLUMINA Color for me is the most modern hair color, because the sheerness and luminosity makes the finished result of the color look ageless.” Josh commented. “The exclusive Microlight™ technology makes the hair look really sparkling. Premium, healthy, crisp color is the way forward for spring.”

Once you have tried ILLUMINA Color, there is no turning back: just as your clients skincare and make-up rituals form the basis of their beauty regime, the same will be true of ILLUMINA Color: they simply won’t feel dressed without it!


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