With Pure Balance Technology™ and ME+™, in celebration of the brand’s most exciting and revolutionary colour innovation for over a century.
Over 7 years of colour science research, over 3,000 formulations tested and more than 20 patents; a scientific breakthrough! Pure Balance Technology™ and ME+ are proven to deliver vibrant rich colour with less damage colour after colour*, while ME+ reduces the risk of developing a new allergy to hair colour by up to 60x**. “PPD and PTDs were first patented in the 19th century and so it’s hard to imagine that for well over a century our industry has been basically using the same dye molecules on permanent hair colour,” explains Laura Simpson, Chief Marketing Officer Coty Professional Beauty.
“New Koleston Perfect with ME+ changes all this: its breakthrough technologies deliver vibrant colour with less damage, colour after colour. We’re confident this innovative approach to permanent hair colour will revolutionise our industry and strengthen our position as the leading professional hair colour brand.” As well as ME+ Technology, new Koleston Perfect also features Pure Balance Technology. Designed to minimize the formation of free radicals during the colour formation by deactivating impurities like metals present in hair. Free radicals interfere with the colour formation during the colour development and are a key cause of hair damage. The result is even purer colour results with natural depth and shine.
For hair professionals already experienced in using Koleston Perfect, the good news is that the new formula with ME+ requires no habit change whatsoever: it features the same mixing ratio, the same development time and the same grey coverage, all enhanced with easier mixing, more precise application and an improved fragrance. The result? A better experience for colourists and clients alike. “Smooth, gentle and extremely easy to apply, Koleston Perfect with ME+ achieves a unique fluidity of colour,” adds Andreas Kurkowitz, Wella Professionals’ Global Colour Ambassador.“ The difference in consistency to its previous generation creates a more luxurious experience for the client and colour professionals can easily recognise the superior colour results which are significantly more even, balanced and true to tone from root to tip*. This is major step up in hair colour technology and a major step up for colourists and their clients.” NEW KOLESTON PERFECT with ME+ features an incomparable colour line-up with naturals, brunettes, reds and blondes and the inclusion of a special mixing range.
*FOR PEOPLE NOT ALLERGIC TO HAIR COLORANTS - Although the risk of developing new allergy is reduced, there remains a risk of allergic reaction that can be severe. Always perform an allergy alert test 48h before each coloration. Strictly follow safety instructions and consult www.wella.com. If your client has ever experienced an allergic reaction to hair colourants, you should not colour. ME+ is present in specific shades of Pure Naturals, Rich Naturals, Vibrant Reds, Special Blonde and Deep Browns of the Koleston Perfect brand.
**Versus previous Koleston Perfect. Valid for Koleston Perfect with Pure Balance Technology.