Rebecca Romijn Shines In The Spotlight With Wella Professionals'
New Illumina Hair Color
WOODLAND HILLS, Calif.,
Dec. 3, 2012 /PRNewswire/ -- Wella
Professionals, internationally acclaimed salon professional brand,
has been committed to serving the beauty industry with exceptional
products and scientific innovations for over 130 years. In
January 2013, Wella Professionals
will once again break new ground in hair color innovation with the
launch of ILLUMINA Color, a completely new salon professional
permanent hair color that helps keep hair in healthy condition.
In fact, no other leading premium professional
permanent color leaves hair closer to virgin hair, which is
good news for the 62% of women who don't color their hair because
they're afraid of damage.[1] Rebecca
Romijn, an actress committed to keeping her beachy blonde
locks in beautiful condition, put ILLUMINA Color to the test and
was truly impressed with the stunning results that you need to
see and feel to believe!
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As the Celebrity Ambassador for Wella Professionals,
Rebecca Romijn, was one of the first
to experience ILLUMINA Color. "To me, it's just as important
to maintain the health of my hair as every other part of my body,
so I was excited to try ILLUMINA Color. Afterwards, I could
immediately see and feel the positive benefits – and it couldn't
have come at a better time since my hair was showing the effects of
being out in the sun after a family vacation spending a lot of time
outdoors. My favorite thing about ILLUMINA Color is that my
hair not only feels healthy but it looks gorgeous and
luminous."
ILLUMINA Color brings Wella's most advanced color science with
new MICROLIGHT™ technology and marks the brand's biggest
innovation in the last 20 years. One of the keys to
healthy, shiny, younger-looking hair is maintaining the smooth
surface condition of the outermost layer of hair known as the
cuticle, which allows light to pass through and reflect real tones
from within for natural, multi-dimensional color. ILLUMINA
Color works through patented Advanced MICROLIGHT™ technology, which
contains millions of micro-particles that encapsulate the tiny
metals left on hair, reducing cuticle damage and keeping the
surface of the hair cuticle healthier and more transparent, color
after color. By protecting the cuticle to leave the surface
smooth and clear, light passes through and illuminates natural
highs and lows from within. The result? Superior hair
protection that maintains the integrity of the hair and amazing
light reflection that makes hair shine in any kind of light!
ILLUMINA Color joins Wella Professionals' growing portfolio and
the brand's industry-changing innovations will give women the
ability to choose products that fit both their hair type and
desired end look. Complementing the current portfolio of
color lines, including Koleston Perfect (rich, opaque, permanent
color), Color Touch (ammonia-free, demi-permanent color) and
Blondor (lightener), ILLUMINA Color delivers luminous,
multi-dimensional, sheer color with 100% gray coverage. To
maintain salon results at home, Wella's high-performance care and
styling collections are tailored to individual needs that create a
recipe for endless possibilities. The Brilliance shampoo,
conditioner, and treatment regimen is available for both
fine/normal and thick hair, and designed especially to be used in
tandem with color services to maintain color vibrancy, tone, and
shine between salon visits.
AVAILABILITY
Wella Professionals ILLUMINA Color
launches January 2013 and is
available at salons carrying Wella Professionals nationwide.
For more information and the salon location nearest to you,
visit www.wellausa.com.
About P&G Beauty & Grooming (NYSE: PG)
P&G
Beauty & Grooming products help make beauty dreams real for
women worldwide and help men look, feel and be their best every
day. With more than 100 brands available in nearly 130 countries,
P&G's beauty and grooming products delivered sales of nearly
$28 billion in fiscal year 2007/08,
making it one of the world's largest beauty and grooming companies.
P&G Beauty & Grooming offers trusted brands with leading
technology to meet the full complement of beauty and grooming
needs, including Pantene®, Olay®, Head & Shoulders®, Max
Factor®, Cover Girl®, DDF®, Frederic Fekkai®, Wellaflex®, Rejoice®,
Sebastian Professional®, Herbal Essences®, Koleston®, Clairol
Professional®, Nice 'n Easy®, Venus®, Gillette®, SK-II®, Wella
Professionals®, Braun® and a leading Prestige Fragrance division
that spans from point of market entry consumers to high end luxury
with global brands such as Hugo Boss®, Lacoste®, and Christina
Aguilera®. Please visit http://www.pg.com for the latest news and
in-depth information about P&G (NYSE: PG) and its brands.
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[1] Data
from 2010 Wella Professionals Survey
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