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02.14.2022
SHINEFINITY in the Wella Professionals Portfolio
Wella Color Expert Meiju Thornley beautifully articulates how SHINEFINITY fits into the larger Wella Professionals Color Portfolio by comparing our lines of color to different fabrics. With hair color and fabrics, it truly comes down to the difference in saturation, finish, and performance. SHINEFINITY, Wella Professionals new translucent demi-permanent hair color, offering zero lift, zero damage, up to 6 weeks color glaze, clean formula, true-to-tone reliable color results, no-drip gel cream, and balanced pH technology. Continue reading below for your written guide to the full Wella Professionals Portfolio!
Watch Meiju breakdown of the entire Wella Professionals color portfolio in the video below on Wella Hair USA YouTube Channel.
Koleston Perfect “Velvet Like”
Koleston Perfect is our purest permanent hair color ever, formulated with ME+ technology and our most prominent professional brand. This color range could be seen as our velvet fabric because it’s remarkably soft when touched but heavy-duty. Koleston Perfect will give you great coverage and deliver excellent balanced results.
Key Facts
- Up to 100% Grey Coverage
- Rich Healthy-looking Results
- Provides hair bond protection for high resistance to damage during the color formation process.
- True to tone precision for ultimate service versatility
- 1 Tube of Koleston Perfect is purchased every second in the world
Learn more and shop Koleston Perfect now!
Illumina Color “Silk Like”
Illumina Color is our luxurious permanent hair color cream featuring Microlight Technology, which gives natural-looking color results. Illumina is like a silk fabric because if you were to hold silk towards the light, you would see some light coming through as it offers more sheer coverage. Illumina color is unbelievably light reflective and gives hair a gorgeous luminous finish.
Key Facts
- Up to 100% grey coverage with a sheer result
- Protects hair cuticles
- Leaves hair smooth
- Illuminates hair from within in any kind of light
Learn more and shop Illumina Color now!
Color Touch “Satin Like”
Color Touch allows you to experience the shine and vibrancy of a permanent color with the low commitment of a demi-permanent color. Color Touch would be like classic satin fabric, providing a glossy supple look and excellent coverage. Open the world of classic and fashion-forward color for you and your clients with Color Touch.
Key Facts
- Up to 70% are coverage*
- Enriched with Natural Keratin
- Ammonia Free Formula**
- Our most versatile non-permanent services in only 15min***
- From intense grey blending to vibrant, transformative toning
Learn more and shop Color Touch now!
SHINEFINITY “Chiffon Like”
Wella Professionals SHINEFINITY delivers shine you can feel, our new translucent demi-permanent hair color, offering zero lift, zero damage. SHINEFINITY, is comparable to chiffon fabric for its attractive light finish with an enchanting shine that is reflective but not artificial.
Our only glaze color allows you to see the natural character of the hair underneath. If SHINEFINITY is applied on top of highlights, they will not disappear entirely but get a filtered effect topped with shine. As Wella Professionals’ new generation of color, this formula of Demi-glaze is packed full of breakthrough technology.
Here’s how SHINEFINITY will differ in positioning and performance from our beloved alkaline Demi-permanent line Color Touch. Wella experts know that Color Touch is a salon go-to for gentle glossing and toning resulting from soft to natural to bold and expressive. Color Touch is loved for its intensity. Color Touch is our hero product for everything from demi grey coverage to blonde toning. SHINEFINITY is Wella Professionals’ introduction to the acid demi-permanent glaze with essential natural shades that bring shine and subtle but long-lasting color results. SHINEFINITY, as the name suggests, is all about natural shine like that of virgin hair. When using SHINEFINITY for grey coverage you can expect this glaze to give a cast of tone and a soft blend but no coverage. We recommend using SHINEFINITY to blend away the first signs of greys up to 30% for an ultra-natural result. For more blending and coverage of grey while staying in the demi category we would recommend using Color Touch.
Key Facts
- Up to 6 weeks long-lasting color gloss
- Zero lift
- Zero damage
- No-drip gel cream
- True-to-tone
- Reliable color results
- Balanced pH technology
Learn more and shop SHINEFINITY now!
Head over to our feature on Meiju to learn more about her exciting career and her experience working on the development of SHINEFINITY at Wella Professionals.
Be sure to tag @WellaHairUsa on Instagram and use the hashtag #SHINEFINITY a chance to be featured.