Wella professionals launches eimi

Eugene Souleiman introduced a select group of journalists to EIMI, the new styling range from Wella Professionals, in an exclusive launch event at the Town Hall Hotel in London. EIMI, which comes from a Greek word meaning exist, consists of hero Wella styling products - including Ocean Spritz and Perfect Setting - and three new hero products. Sugar Lift ix a new texture and volume spritz, Dry Me is a translucent dry shampoo and Perfect Me, a lightweight BB style cream to prep and smooth the hair, inspired by skincare developments. A celebration of individuality, the new lineup of styling products promise versatile results that are light enough to be layered for your own bespoke finish on every client. "There are no guidelines that you have to use this product on this hair type, or only on wet or dry hair," said Eugene. "Stylists can experiment to create their own results - we're not dictating how you have to create things." Not only is this no-rules approach great for creative stylists, it also provides a smart retail option for salons. "Hairdressers are like chemists for their clients," said Eugene. "You can take a look at the client's hair and their needs and desires, then prescribe the perfect products from this intermixable range to create the desired results. EIMI launches in May 2015.