CARE

DELIGHT THE SENSES

WELLA PROFESSIONALS

Wella Illumina Color Beauty

WHY IS ME+ SUCH A BREAKTHROUGH INNOVATION?

The industry has been searching for new molecules that would provide a reduced risk of developing allergy while maintaining uncompromised color performance. It has not been an easy task to accomplish until now. Wella Professionals developed a new hair dye molecule called ME+ that offers breakthrough advancement in hair dye technology. It combines reduced risk of developing allergy* while delivering color performance equal to Koleston Perfect.

WHAT CAUSES ALLERGIES TO HAIR COLORANTS?

T-Cells check everything entering our bodies for potential danger. When T-Cell receptors fit with a potentially irritating substance, they activate the body’s immune system. The process is called “the induction of an immune response.” But sometimes T-Cells get it wrong. A substance fits, is recognized as dangerous and activates an immune response even though it was harmless. This is what happens when allergies develop in previously non-allergic people.

On rare occasions hair color allergies develop like this. ME+ is the first hair dye molecule in 100 years in the permanent hair color category to pair reduced risk of developing allergy while maintaining uncompromised color performance, with a spectrum of high performance colors.

Please be aware that although ME+ reduces the risk of developing allergy, there remains a risk of allergic reaction when coloring hair that can be severe. As a precaution, always perform an Allergy Alert Test 48 hours before each coloration and follow the safety instructions. If you have ever experienced an allergic reaction to any hair colorant ingredient, such as pTD or pPD, you should not color as you cannot exclude being allergic to ME+.

HOW IS ME+ DESIGNED TO REDUCE THE RISK OF DEVELOPING ALLERGY?*

ME+ still contains the molecule part responsible for color vibrancy, lastingness and coverage, but has a modified shape so as not to fit the T-Cells receptors. Hence, reducing the risk of developing allergy.*

WHERE’S THE PROOF?

Koleston Perfect INNOSENSE has received the first-ever ECARF seal on a permanent color with up to 100% grey coverage & 3 levels of lift. The European Centre for Allergy Research Foundation (ECARF) is a European non-profit dedicated to improving the quality of life for allergy sufferers.

WHO CAN BENEFIT FROM THIS TECHNOLOGICAL BREAKTHROUGH?

Being “ingredient-conscious” is a growing trend among clients. Whether your clients have been coloring their hair for years or this is the first time, they can benefit from this new era in hair color. Koleston Perfect INNOSENSE taps into this spreading social movement while guaranteeing beautiful color results and 100% gray coverage. It can achieve up to three shades of lift from your natural color and comes in 22 shades from raven black through chocolate brown and baby blonde.

WILL YOU BE REPLACING PPD AND PTD ACROSS ALL YOUR HAIR COLOR BRANDS?

We have a pipeline of innovation coming up and one of them is working on the pPD/pTD replacement across the hair color brands.

WHY ARE THERE ONLY 22 SHADES?

As Koleston Perfect INNOSENSE is a very special new sub-line of Koleston Perfect, we have selected an optimal line-up of shades for its launch. The 22 shades have been carefully selected to cover a broad spectrum of color services. With shades across Pure Naturals, Rich Naturals, Vibrant Reds, Deep Browns and even Special Mix, they allow for expressive color creation true to Koleston Perfect. As part of the 22 shades we have also introduced a NEW 0/0 Special Mix CLEAR TONE to personalize the intensity of other shades. We also provide mixing recommendations that enable the creation of 9 additional shades, offering a total palette of 31 shades.

WILL KOLESTON PERFECT INNOSENSE REPLACE KOLESTON PERFECT?

No. Koleston Perfect INNOSENSE is the premium proposition and separate line within the Koleston Perfect portfolio. Koleston Perfect is one of the industry leaders in professional permanent color and so the only brand under which we would launch Koleston Perfect INNOSENSE - the only color in the current market formulated with ME+ to reduce the risk of developing allergy*.

Koleston Perfect INNOSENSE is accredited by the European Center for Allergy Research Foundation. It has received the First ever European Center for Allergy Research Foundation (ECARF) seal on permanent color with up to 100% grey coverage & 3 levels of lift.

WHAT IS THE DIFFERENCE BETWEEN KOLESTON PERFECT INNOSENSE AND KP? CAN THEY BE MIXED?

If Koleston Perfect and Koleston Perfect INNOSENSE are mixed together it will negate the benefit of reduced risk of allergy* offered by Koleston Perfect INNOSENSE. Second, mixing of a formula with ME+ dye molecules with pTD dye molecules will give a shift in expected color result vs. mixing ME+ or pTD dyes only. Koleston perfect INNOSENSE is to be positioned as stand alone, premium color service.

ARE THE SHADES/COLOR RESULTS THE SAME AS KP OR DIFFERENT?

Yes. Koleston Perfect INNOSENSE shades are designed to fit Koleston Perfect base tonalities. The only new shade within the Koleston Perfect INNOSENSE palette that does not exist in Koleston Perfect is Clear Tone 0/0.

DO I NEED SPECIAL TRAINING TO USE KOLESTON PERFECT INNOSENSE?

No, Koleston Perfect INNOSENSE is very simple to use if you are a current Koleston Perfect user as there is no change in use habits. However, special training is offered to enable the stylist to perform a professional Koleston Perfect INNOSENSE consultation. 4 new modules will be delivered to the salon to cover:

• Product knowledge
• Allergy alert testing
• Consultation
• Health & Safety

We will also provide a set of consultation tools to help guide colorists through specific color consultation for Koleston Perfect INNOSENSE.

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