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Edition 2019

Wella Editorial

NEW KOLESTON PERFECT WITH ME+ ONE OF THE MOSTGROUNDBREAKING INNOVATIONS IN PROFESSIONAL HAIR COLOR IN OVER A CENTURY

me+

NEW COLOR TECHNOLOGIES WILL MARK A HISTORIC REVOLUTION FOR THE PROFESSIONAL HAIR COLOR INDUSTRY

me+Wella Professionals’ technical advancement soars to heights with the introduction of KOLESTON PERFECT with ME+TM, celebrating our most relevant color innovation in over a century.

KOLESTON PERFECT with ME+ is the first and only professional hair color brand to feature breakthrough technologies, Pure Balance TechnologyTM and ME+TM, both proven to deliver vibrant rich color with less damage color after color**, while ME+TM reduces the risk of developing a new allergy to hair color*.

The Pure Balance TechnologyTM is a patented technology designed to minimize the formation of free radicals during the color formation by deactivating impurities like metals present in hair. Free radicals interfere with the color formation during the color development and are a key cause to hair damage. With Pure Balance TechnologyTM the result is even pure color results with natural depth and shine and significantly less hair damage, color after color**.

The ME+TM technology is a scientific breakthrough designed to replace extreme sensitizers PPD and PPD, reducing the risk of up to 60x less likely to develop a new allergy to hair color*. First patented in the 19th century, PPD/PTD had been the leading ingredients in permanent hair color for over 130 years. NEW KOLESTON PERFECT with ME+ is about to change that, offering salon clients our most meaningful change in hair color innovation in over a century.

“It’s hard to imagine that for well over a century our industry has been basically using the same dye molecules on permanent hair color. NEW KOLESTON PERFECT with ME+ changes all this. Its breakthrough technologies deliver vibrant color, less damage color after color**. We’re confident this innovative approach to permanent hair color will revolutionize our industry and strengthen our position as the leading professional hair color brand” – said Laura Simpson, Chief Marketing Officer Coty Professional Beauty.

Pure Balance TechnologyTM and ME+TM are the result of over 7 years of color science research and over 3,000 formulations tested. It has more than 20 patents. Color that is significantly more even, balanced and true to tone from root to tip** offering better balance of tone and control of depth** with up to 100% grey coverage. NEW KOLESTON PERFECT with ME+ features an incomparable color line-up with naturals, brunettes, reds and blondes and the inclusion of a special mixing range.

NEW KOLESTON PERFECT with ME+ requires no habit change for stylists as 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 that offers a better experience for colorists and clients. For color that stays true to tone** and provides significantly less damage color after color**, KOLESTON PERFECT with ME+ is leading the way to making color more reliable.

“Smooth, gentle and extremely easy to apply, KOLESTON PERFECT with ME+ achieves a unique fluidity of color. The difference in consistency to its previous generation creates a more luxurious experience for the client and the color professionals can easily recognize the superior color results which are significantly more even, balanced and true to tone from root to tip**. This is major step up in hair color technology and a major step up for colorists and their clients” - Andreas Kurkowitz, Wella Professionals’ Global Color Ambassador.

*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 colorants, you should not color. 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.

NEW Koleston Perfect with ME+ complete color line-up is available in Wella Salons #AskForWella.
Wella Professionals is available in professional salons worldwide.
For further information visit: www.wella.com

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