PAINT S/S20

We had three key requirements when we started looking for a new
colour house. Excellent products, excellent company culture and a
competitive contract agreement. Goldwell met all of these and more
Luke Halford
Addicted to Colour, Leicester
THE FUTURE IS not just bright, it’s metallic. Six new shades have
arrived in the Goldwell Elumen colour collection, including four
shimmering metallic Elumen Play colours. Known for its trendforward
hues, Elumen is here to take shine to a whole new level.
New Light Grey Gy@9 and Medium Grey Gy@6 add a
sophisticated, cool edge to your looks, and there are four new
semi-permanent Elumen Play shades – glistening @Metallic Berry,
glimmering @Metallic Purple, shimmering @Metallic Petrol and shiny
@Metallic Silver – which can be used for all-over shimmer, or to
add glow to your colour creations with metallic sparkles.
The hyper-reflective, glossy results last for up to four weeks and
will fade on tone if Elumen Care is used at home. If your client can’t
wait for a new shade, Elumen Play Eraser quickly removes previous
colour and prepares hair for the next creation! “The new metallic
shades are stunning,” says Goldwell guest artist Nicola Smyth.
“They’re the perfect shades to use directly on your client’s hair.
If you want to play and get creative, all of the colours are
intermixable, so you can come up with totally bespoke results.”
These new additions have entered Goldwell’s outstanding nonoxidative,
ammonia-free Elumen range – an intensive hair colour that
works with direct-acting colour pigments to penetrate deep inside
the hair. Elumen direct dye technology is known for its incredible
shine, extraordinary colour brilliance and longevity, which works to
repair the hair structure even as it colours.
Innovation is at the core of Goldwell’s colour portfolio, resulting in
fresh possibilities for both colourists and consumers. If you have a
creative vision, Goldwell wants to help you achieve it. “I’ve been in the
industry 40 years and I can honestly say that there is no other colour
portfolio like it out there,” says Goldwell ambassador and industry
icon Beverly C. “The colour palettes and the sheer innovation within
the ranges have opened up a whole new world of creativity for me.”
No stone has been left unturned – take Goldwell @Pure Pigments
for example, which feature revolutionary dye technology developed
over 17 years in collaboration with experts at FujiFilm. The result?
Hyper-pigmented colour with unbelievable shine and fade
resistance. Even the colour delivery system has been evolved and
perfected – the Topchic Depot Can system has won over legions
of colourists for its ease, precision and waste reduction. For every
facet of the colour experience, Goldwell never stops seeking to
improve and innovate.
Experience a different way of creating colour. To discover more about Goldwell’s colour portfolio and this season’s metallic shades,
call 0330 123 9530 or visit goldwell.co.uk
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