Estetica Magazine ASIA Edition (3/2020)

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Advertorial Elumen HD max Technology penetrates deep into the hair to create colour intensity and longevity. The @Elumenated Technology combines oxidative dyes and direct dyes in the same pre-mixed shade formulation for the first time. The HD 3 Color Technology in @Pure Pigments creates multi-dimensional, high-definition colour results for unique light reflections from all angles. FIRST SUPER-CHARGED DIRECT DYE FORMULATION ELUMEN RESEARCH BEGINS: COMBINING DIRECT DYES WITH OXIDATIVE DYES UNIQUE COLLABORATION WITH FUJIFILM 1998 2001 2002 2002
LEADERS FOR 20 YEARS. AND IT’S JUST THE BEGINNING. GOLDWELL GIVES US A GLIMPSE INTO THE FUTURE OF DIRECT DYE TECHNOLOGY. Elumenation is Goldwell’s first-of-akind portfolio of direct dye-based products, which take hair colour to a whole new level. An entirely new category of Color Technology that started with a question posed by Goldwell’s Research & Development scientists: how to make direct dyes better? To fully grasp the uniqueness of Goldwell’s mastery of direct dyes, we need to look back to 20 years ago. Direct dyes do not penetrate deeply into the hair, which means that they wash out easily. This was the starting point of “Project Super Color”. Starting with the launch of Elumen in 2001, Goldwell’s mastery of direct dyes became evident when they created a direct dye that could last like a permanent colour. From that point on, creating colour that was shinier and more brilliant than ever before became the brand’s mission. The Ring Effect: Elumenation adds even more multi-dimensional shine to every colour service through the use of technologically advanced direct dyes. In 2002, Goldwell began a collaboration with the colour and photo dye experts at Fujifilm to explore new types of direct dyes that had never been used in hair colour before. This collaboration led to a number of remarkable innovations in direct dye technology, including the creation of @Elumenated Hair Colour in 2014. A milestone for Goldwell, combining oxidative dyes with direct dyes in pre-mixed formulas so that colour not only wraps the hair with direct dye brilliance, but provides the full coverage of an oxidative hair colour. The pinnacle of the Goldwell/Fujifilm collaboration came with the development of the HD 3 Color Technology, found in @Pure Pigments, a completely new direct dye molecule derived from photo dyes, which creates multi-dimensional shine and gives entirely new depth, dimension and holographic brilliance to hair colour. “Direct dye technology has been around for a long time with no significant innovation. Our goal was to push the performance further – to make it better, brighter and more long-lasting.” DR. DOMINIC PRATT VICE PRESIDENT KAO RESEARCH & DEVELOPMENT “Elumenation opens up an entirely new world of hair colour creativity. Layers of colour create never-beforeseen effects in every hair colour service. It’s a whole new category of service for salons that want to set themselves apart by delivering truly bespoke hair colour.” JOHN MORONEY GLOBAL CREATIVE DIRECTOR High-definition direct dye additives that elevate oxidative hair colour with incredible vibrancy and brilliance: this is @Pure Pigments. @ELUMENATED HAIR COLOUR— DIRECT DYES AND OXIDATIVE DYES IN THE SAME FORMULA HD 3 COLOUR TECHNOLOGY DEVELOPED SILKLIFT CONTROL WITH HD 3 COLOR TECHNOLOGY @PURE PIGMENTS INNOVATION NEVER STOPS 2014 2016 2016 2018 The future
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