Wella Professionals technical advancement soars to new heights with KOLESTON PERFECT with ME+, celebrating the brand’s most advance color innovation in over a century.
Wella Professionals is the first and only professional hair color brand to feature breakthrough technologies, Pure Balance Technology and ME+, proven to deliver vibrant, rich color with less damage*.
The patented Pure Balance Technology minimizes the formation of free radicals during the color formation by deactivating impurities, like metals, present in hair. Free radicals interfere with the color formation during the color processing and are a key cause to hair damage and poor color results. With Pure Balance Technology, the result is even, pure color results with natural depth and shine, and significantly less hair damage, color after color*.
The ME+ dye molecule is a scientific breakthrough designed to replace oxidative hair dye molecules PPD and PTD, the leading ingredients in permanent hair color for the past 130 years that often lead to the development of dye allergies. New KOLESTON PERFECT is about to change that, offering salon clients the most meaningful change in hair color innovation in over a century. ME+, considerably reduces the risk of developing a new allergy to hair color**.
“It’s hard to imagine that, for well over a century, our industry has been basically using the same dye molecules on permanent hair color. New KOLESTON PERFECT changes all this. Its breakthrough technologies deliver vibrant color, less damage color after color*. We’re confident this innovative approach to permanent hair color will revolutionize our industry and strengthen our position as the leading professional hair color brand,” says Laura Simpson, Chief Marketing Officer for Coty Professional Beauty.
Pure Balance Technology and ME+, the allergy gentle** molecule, are the result of over 7 years of color science research and over 3,000 formulations tested. New KOLESTON PERFECT has more than 20 patents. Color that is significantly more even, balanced and true to tone from root to tip,* offering better balance of tone and control of depth* with up to 100% grey coverage. New KOLESTON PERFECT features an incomparable color line-up with naturals, brunettes, reds and blondes, and the inclusion of a special mixing range.
“Pure Balance Technology is designed to minimize the formation of naturally occurring free radicals in the hair like metals. Once those metals are eliminated, the color developer and dye will result in pure, even formation. ME+ is truly revolutionary because we modified the shape of the dye molecule to prevent an immune system reaction between the T-Cells and the dye molecule,” says David Sarro, Director of Research and Development for Coty Professional Haircare.
For color that stays true to tone and provides significantly less damage color after color, New KOLESTON PERFECT is leading the way to making color more reliable. CLICK HERE TO KNOW MORE!
*Versus previous Koleston Perfect. Valid for Koleston Perfect with Pure Balance Technology.
**FOR PEOPLE NOT ALLERGIC TO HAIR COLORANTS.
Although the risk of developing new allergy is reduced, there remains a risk of allergic reaction that can be severe. Always ask your stylist to perform an allergy alert test 48h before each coloration. Strictly follow safety instructions and consult www.wella.com. If you have ever experienced an allergic reaction to hair colorants, you should not color. ME+ is present in specific shades of Pure Naturals, Rich Naturals, Vibrant Reds, Special Blonde and Deep Browns of the Koleston Perfect brand.