Wella Illumina Color - professional hair dye

Published: 2012-11-14 by Marina Milojević in Tools & Accessories

Wella is introducing a brand new hair dye formula named Illumina Color. The famous Procter & Gamble salon hair care brand was inspired by luminosity of natural light refracting on hair to create new multidimensional but natural-looking shades.

Wella Illumina Color follows the major hair care trends and offers a full-coverage formula that also minimizes the damage to the hair and provides a perfect cover for the greys. The hair care experts from Wella have been working on this new formula for five last years, and they are preparing to launch the new product in January. USA will be the first to get the Illumina Color, followed by the United Kingdom and Europe, later in 2013.

Wella Illumina Color will be available in 20 shades, all inspired by natural hair color. This means that the jet-black shades or purples won't be included in the range. The shades are very subtle, cool-toned, and developed to lighten up the hair to three levels. The formula is FREE from ammonia which was once widely used to open the hair fiber so that dye molecules can penetrate. Ammonia has one severe side-effect - it damages the structure of the cuticles as well as the amino-acid Tyrosine which is found inside the hair shaft and responsible for producing the natural pigment in the hair shaft. Therefore, if your hair dye contains ammonia, your hair's capacity to hold onto color is significantly reduced and it will probably look lifeless and dry.

Besides being free from ammonia, lllumina Color successfully fights another natural element which may damage the hair - copper. Copper is found in water pipes and it bonds with ingredients in the dye, damaging the cuticles and stripping the hair from its natural radiance. The Illumina Color includes special micro-particles that surround the copper and prevent it from bonding with the chemicals in the dye. There's no information about the price of Wella Illumina Color at the moment except the one that says that the prices of Illumina treatments will be about 20 percent higher than their classic color services.

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