Get ready to shine with Wella Professionals’ hot new summer trend, Golden Hour Glow. Inspired by the red and gold tones of a glistening sunset with warm, peachy-gold hues reflected in shards of soft sunlight. Now Imagine that scene reflected in a flawless hair colour transformation … it is the magic of the Golden Hour.
Straight from the fashion runways and makeup looks of the SS24 season, the Golden Hour trend is radiating energy through salons around the world. It’s all about a chic fusion of sunset shades for radiant hair. Wella Professionals, the world’s #1 Salon Colour Brand¹, has created the perfect blend of sunset-inspired shades, from glowing peachy golds to soft reds and warm bronzes, to give clients a look that’s both fresh and timeless.
“This trend is exceptionally flattering and soft, offering a versatile range of shades to complement any skin tone. The warm glow is right on trend and instantly modernises clients’ hair colour,” says Briana Cisneros, Wella Professionals North America Ambassador. “I enjoy showcasing this effect with a colour swatch, allowing clients to explore which tones make them feel confident and comfortable.”
The Service
Golden Hour Glow is versatile and works beautifully on both blondes and brunettes. For blondes, it softly melts together warm, glowing tones for delicate sunset shades. Brunettes get a rich, luxurious look with warm, subtle shades subtly melting into one another.
There are two techniques to achieve the Golden Hour Glow look:
Reverse Gradient: For maximum impact that can be as bold or as subtle as you like. By blending 2-4 shades, you create a personalised look for each client. The key to unlocking this look, is blending to perfection.
Express Gradient: A quicker, more subtle option that is ideal for clients who want a super-subtle, low-maintenance glow. Smaller, hidden sections of colour create the look without a big commitment.
“I would sell this technique as a seamless blend between two colours to create dimension in the hair, mimicking the shadow from a Golden Hour glow,” says Jordanna Cobella, Wella Professionals Colour & Trends Ambassador UK&I, “Using words like fused, blended, soft, melted and gradience or blended will really help bring this to life for a client during the consultation process.”
The Shades COMING SOON
The Golden Hour palette pulls inspiration from nature’s most beautiful light, those soft, warm tones of a summer sunset. Gold, peach, bronze, and hints of pink come together to create a sun-kissed, dewy effect.
To complement this trend, Wella Professionals is introducing 5 new Shinefinity shades, perfect for achieving a hazy glaze. These new shades will feature natural golds and a rosé booster shade that promises luminous results with zero lift and zero damage. Plus, 3 new shades are coming from the Koleston Perfect range that include subtle and versatile rose tones. These tones flatter a wide array of skin tones and are perfect for the client who is looking to embody the essence of a bronze goddess.
The Looks
Golden Hour Bronze: Inspired by the early 2000s’ bronze shimmer trend, this look uses gold, caramel, and honey hues to create luminescent hair with sunlit bronze tones. Strategically placed around the face, it creates a radiant, halo-like effect reminiscent of the sun’s golden hour.
Golden Hour Rose: This must-have look combines 2-4 shades for a personalised style. It can be subtle or bold, with hidden panels or a full head application.
Embrace the glow this summer! Let Golden Hour Glow by Wella Professionals transform your clients’ hair into a beautiful reflection of the summer sunset.
Stock The No. 1 Salon Colour Brand in the World by
Preorder this summer’s hottest shades from MHB Telesales on 0860 104 109 or contact your Modern Hair & Beauty sales representative to be one of the first in South Africa to introduce the trend in your salon.
¹Based on Wella Master Brand USD sales on the 2022 Salon Hair Care Study for the hair colouring products category published by Kline.
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Modern Hair & Beauty
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