Wella professionals launches new color.id in berlin

Wella Professionals launched its brand new innovative product color.id in the city of Berlin. Color.id allows colours to be placed on the hair without the use of foils, allowing colourists to be true artists. This simple ingredient is added to the colour in the mixing bowl, changing the cream to a jelly-like consistency. As two or more colours are applied to the hair with a spatula, it creates a barrier, so colours don't bleed into one another and there is no need for foils. Colourists have the freedom to place colour exactly where they want to create a natural, multi-dimensional, subtle but luxurious finish. To see the results live at the ME Collections art gallery in Berlin, Wella Professionals global scientific communications senior specialist Maria Castan explained the science behind the technology. "It took five years to develop color.id. There have been thickeners on the market before but nothing that has stopped colours bleeding into each other," she explained. "Now colourists don't have to use foils to separate hair; color.id acts as a barrier without effecting the result." Color.id currently works with Koleston Perfect and Illumina Color. Wella Professionals global creative director creative Josh Wood was heavily involved int he development of color.id. "As a colourist there are no limitations with color.id," he enthused. "I am a lover of modern and contemporary art and it makes me look at disciplines, mediums and use of colour in a completely different way. With color.id I can use colour in a way I would never have thought possible when placing it on the hair. All colourists have different skills and color.id takes the fear and frustration out of placing colour and lets you create something totally personalised for each client. By letting me to be free where I place colour the world is my oyster and by blending several tones it doesn't look like highlights but more natural and fresh."