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Wella Professionals Launches New Koleston Perfect with ME+ Technology - Our Purest Colour Yet

Wella Professionals new colour technology marks a revolution for the professional hair industry.

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

KOLESTON PERFECT with ME+ is the first and only professional hair colour brand to feature breakthrough technologies, Pure Balance Technology™ and ME+™, both 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*.

The Pure Balance Technology™ is a patented technology designed to minimise 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 to hair damage. With Pure Balance Technology™ the result is even pure colour results with natural depth and shine and significantly less hair damage **.

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

Pure Balance Technology™ and ME+™ are the result of over 7 years of colour science research and over 3,000 formulations tested. It has more than 20 patents. Colour 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 colour 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 colourists and clients. For colour that stays true to tone** and provides significantly less damage colour after colour**, KOLESTON PERFECT with ME+ is leading the way to making colour more reliable.

*For people not allergic to hair colourants - 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 colouration. Strictly follow safety instructions. ME+ is present in specific shades of Pure Naturals, Rich Naturals, Vibrant Reds, Special Blonde and Deep Browns of the KOLESTON PERFECT brand.

*Valid for Koleston Perfect with Pure Balance Technology.

**Versus previous Koleston Perfect.

About Wella Professionals

Wella Professionals unites colour, care and styling to offer a broad portfolio of professional hair care products for in-salon and home care use. Stylists will delight their clients with unsurpassed results every time. Wella. The heart of hairdressing.

Become a Wella Professionals Stockist. Contact Modern Hair & Beauty

Telephone: 021 590 3700

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