Theresa Advises: How the Change in Trend Predicting Has Changed our Business

October 4, 2019

September is always trend reveal time. With NYFW just over, all eyes are on fashion and hair for the upcoming season.


Traditionally, and until recently, Wella Professionals worked with global trend agencies to predict rising megatrends ahead of the season. Wella’s global stylists would use the findings and interpret these into hair trends. This was key to building our seasonal colour business. But times have changed and the big fashion capitals such as New York, Milan and Paris no longer solely dictate fashion directions. Global communities on social media have become the big players and it is they who are creating the movements that influence the trends.



Wella has embraced this modern movement and we no longer follow global megatrends; we have chosen instead to be instrumental in creating tools for stylists to intrepret global community movements by using their individuality as the core influence.


With Wella, stylists don’t need to copy others, they are empowered to interpret or create their own trends, some lasting a few weeks and others a few seasons – whatever brings happiness! People, not agencies, are deciding what’s trendy and what works for them.



Wella InstaVintage Movement

Online conversations across all creative disciplines, including fashion, hair, décor and architectural design, have been about the new vintage movement – taking an old idea or thing and adding a modern twist to make it new. Stylists who fail to interpret this movement into hair will be left behind, and we don’t want that! We want our stylists to understand how to introduce, for example, a typical blonde, brunette or redhead to the new vintage movement. Enter the Wella InstaVintage Movement!



Reinventing Blondes

As we head into summer, our busiest season, there is a need to re-invent our blonde clients by bringing them up to speed with the new vintage movement. Understanding hair science may be the key to ensuring a successful blonding process but, it is social media that dictates the desired end result. Clients will have seen hair images posted online of soft, satin blondes or smoky, powdery blondes. In most instances, the images will have been filtered or retouched to suit the vintage movement. The good news is that with new Wella InstaVintage you will be able to create your own version of these vintage looks.


Science will help you understand undertones and exposed pigment and, with the help of Wella InstaVintage shades you will be able to:

  • Create comfortably lived-in blondes, never forced, always individual

  • Deliver a smoky satin feel using reflective pockets of light on a naturalised blonde

  • Transform a classic blonde by using combination tones in the Wella portfolio: a warm/cool shading will instantly reduce the clarity to create a satin end-look

  • Introduce new shades by toning and glossing to create smokiness with specific colour choices: a strong blend between the natural colour and highly smoked ends gives a raw and modern finish

  • Create captivating smoky finishes on blondes using new shades.


NB: New Color Touch 7/89 is perfect for InstaVintage smokiness


Create or interpret the new vintage movement with confidence with Wella InstaVintage Movement.


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