ESTETICA Magazine USA (4/2020)

Color
wow!
Do you want to know
the secret to Sydney
Ann Lopez’ dazzling
color artistry?
Elumenation for all!
If you want to become a
convert to the cult of direct
dye artistry, just visit the IG
playground of influential
colorist Sydney Ann Lopez
(@sydneyannlopezhair).
The color effects she creates
for her salon clients and her
followers are nothing short of
magical. Shimmering to metallic,
rainbow-hued to platinum with
a pop, every look she creates is a
multi-dimensional masterpiece.
Sydney is a rising star in the hair
color industry and a Goldwell
Social Media Ambassador known
for combining vibrant fashion
colors with romantic up styles.
Sydney’s fashion color creations
are among the most influential
and inspiring in the business,
and a vital tool in her toolbox is
Goldwell’s Elumenated portfolio
of direct dye color technology
products. “I started using @Pure
Pigments in every color formulation
I created long before I got to know
the people at Goldwell,” says Lopez.
“Goldwell’s direct dye technology
wraps around oxidative colors like a
reflective gloss, so you see the color
inside and the color outside in a
3-D effect. People are always asking
me if I use some kind of metallic
filter on my Instagram photos, but
that’s just Elumenation!”
Sydney signed on as a Goldwell
Social Media Ambassador in 2019,
but she was already deeply
immersed in the world of Goldwell
direct dye color creativity. Today,
color mixology is integral to every
look she creates, and she never uses
just one color root-to-tip. Sydney’s
creative process typically begins
with her mixing up bowls of color,
adding a few drops of @Pure
Pigment to one, an entire dropper
to another, and maybe a drop or
two to the third. Each bowl is in
the same tone family, but she
creates at the minimum enough
contrast to echo the movement
and color variation of natural hair.
The result is that even an intense
cool pink or sunset coral has a
natural sun-kissed gradation and
dimension. Elumenated shades
are Goldwell’s groundbreaking
portfolio of direct dye-based
products, which now includes
Elumen oxidant-free color,
@Elumenated Topchic & Colorance
ready-to-use formulas and the
@Pure Pigments high definition
direct dye additives Sydney favors.
Elumen and @Elumenated formulas of
Topchic, Colorance and @Pure Pigments give
every stylist the creative tools to experiment
with multi-layer color. Learn more about
Elumenated technology at goldwell.com
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