L'oreal professionnel launch new hairchalk temporary colours

  L'Oreal Professionnel used London Fashion Week as the opportunity to debut their innovative new temporary colour; HairChalk. With five patents, the new paint-on, wash-out colour will help salons to provide clients with a way of changing their look on a regular basis, cashing in on the trend for temporary transformation. The launch taps into the fast-fashion zeitgeist of a new tribe that L'Oreal Professionnel has called the 'weekend expressionistas' - an insatiable pack of colour-enthused trend seekers who live for Friday nights. There are five vibrant shades in the range - pink, purple, blue, green and coral - as well as three more subtle shades, which add a hint of shimmer in brunette, blonde and black. Formulated to work on dark hair as well as blonde shades, the colour won't transfer to pillows or clothes and will last for up to two shampoos. To celebrate the launch, L'Oreal Professionnel has collaborated with fashion illustrator Marie Perron to create a series of inspirational images which will accompany new salon colour services - including the French Fringe, Colour Pop Pony and New Heidi. At London Fashion Week the colours were used at shows including Felder and Felder and Ashish for a versatile take on temporary colour. The colours will be available in November and will be available to retail from £15.