Estetica Magazine ASIA Edition (4/2019)

Goldwell introduces
ELUMEN PLAY a
semi-permanent
hair colour for ultimate
versatility with 13
superbly stunning mix
and match shades.
Elumen Play is
Goldwell's new kid
on the block and the
latest addition to the
Elumen range - a
compact assortment of
mix and match shades
with up to 100% fading on tone.
Lasting up to 10-15 washes,
Elumen Play is a ready to use true
semi-permanent colour which is
simple to use and doesn't require a
developer. The range includes 8
PURES: Sunny Yellow, Juicy
Orange, Fiery Red, Mysterious
Violet, Hot Pink, Ocean Blue,
Tropical Green and Jet Black.
With Elumen Play Jet Black,
you can give your formula a
smoky character, or simply add it
to pure or dark bases (level 2-3)
to intensify shine and depth.
Then there are 5 PASTELS:
Blush Coral, Bashful Rose, Sweet
Lavender, Cool Mint and Clear.
With Elumen Play Clear, you can
dilute or pastellize all of the other
Elumen Play shades. Elumen Play
contains Goldwell's unique HDmax
Technology - a system of specially
selected direct dyes which have
been designed to fade on
tone. They create extraordinary
intensity by sitting both on the
outer and inner levels of the cuticle
layer. Advanced shine and care
technology also gives outstanding
colour shine, brilliance and hair
that is healthy-looking and with
glow effect. Then, when it's time
to change colour, the Elumen
Play Eraser is designed to remove
every shade of Elumen Play on
pre-lightened hair, up to 100%,
allowing you to create a clear
canvas for your creative work and
gives your client flexibility to easily
play again. With an eye on the
environment, Elumen Play boxes
are produced with sustainably
sourced paper (FSC certificate)
and are 100% climate neutral.
Colour me...
different!