ESTETICA Magazine USA (1/2021)

Lilac Aura
introduced
as Goldwell’s
Color of the Year.
by Maggie Mulhern
There is already
something to celebrate
in this new year.
Goldwell has just
announced its Color of
the Year for 2021:
Lilac Aura. The modern,
fresh shade of pastel purple is
launching today to colorists and
beauty professionals around
The color of a cluster of flowers that bloom in spring, exuding
a delightful perfume, will evoke a flood of sensations leading to
optimism and the sense of a new beginning.
Lilac-love
for spring
the world. “It’s sophisticated,”
says John Moroney, Global VP
of Creative & Communications,
Kao Salon Division. The midrange
lilac, “has one foot in the
past, and one foot in the future.
There is an inclusion of a blue
element, making it softer rather
than brighter. It is a shade that
speaks to calm and serenity.”
Moroney and the Goldwell
International Artists including
Rebecca Hiele (US), Agnes
Westerman (Netherlands) and
Salome de Wet (South Africa),
met at a workshop in Berlin
(pre-pandemic) with several
Zoom follow-ups and came up
with the inspired formula, which
was refined at a pre-covid
photoshoot. Offering guidance to
the team was Colour Trend
Forecaster Jane Boddy who agrees
with the selection, pointing out
that the shade is “modern, fresh
and electric, adding an element
of comfort. It’s between bright
and pale,” she says, “and gender
neutral. It’s nostalgic, inspired
by the retro shades from the
70’s, with a touch of tech. It’s A.I.
fashion.” There is a sense of
optimism, not just about the color
itself, but about the fact that
Goldwell is even introducing a fun
shade as its “Color of the Year” for
2021. “With so many of us on
lockdown, we’ve been confronted
with ourselves,” Moroney says.
“There’s been a lot of
introspection. We have asked
ourselves what is essential, what
is necessary.” This gentle pastel
gives the feeling of peace with just
enough, needed, “happiness and
pleasure. We are all in a new
world,” Moroney adds.” Lilac Aura
is hopeful and uplifting.”
Moroney, his team and Goldwell
are counting on the universal
appeal of Lilac Aura. With an eye
on the international market,
Moroney expects the European
and Scandinavian countries to
start using the color right away,
and anticipates colorists from the
far east to embrace it quickly,
adding that the nano dab of black
in the formulation makes it
“smokey enough for the asian market.”
The shade is part of the 2021
Goldwell palette as a member of
the Essentialism Collection.
“It is a formula for anyone to use
in Elumen Play,” Moroney says.
A true semi-permanent, Lilac
Aura is designed to fade on tone,
with beautiful results as the color
loses intensity after each shampoo.
Moroney is excited to see how
Goldwell colorists plan to
celebrate the introduction.
US based Goldwell International
Artist Rebecca Hiele says,
“This cool nostalgic bright shade
has strength and transcends its
metallic hue from light pearl
violet to cool lavender.
Lilac Aura is the perfect new
cool for my client canvases that
are light and dimensional.”
“The color has so much commercial
potential,” Moroney adds. “It will
look great in just about everyone’s
hair.” To prove the point, Moroney
had his own natural white hair
colored with Lilac Aura to help kick
off the launch.
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