KOLESTON PERFECT INNOSENSE
Get ready for the start of a new age in colour – the age of Innosense
Koleston Perfect Innosense now available at Chopp
Chopp is delighted to join with industry leaders in salon colour, Wella Professionals and introduced a breakthrough innovation: KOLESTON PERFECT INNOSENSE. The first ever professional hair colour brand formulated with ME+, a revolutionary new dye molecule which offers a reduced risk of developing allergy* but with full colour performance.
Staff at Chopp are aware that as more customers become ingredients aware and think about their health and wellbeing, some are seriously attentive to the effects of potentially harmful chemicals in every day products from food to toiletries. People are always looking for a ‘better’ alternative in terms of what they put into or onto their bodies making it a conscious lifestyle choice.
“People who colour their hair are increasingly aware of product ingredients and are conscious of the choices they make. KOLESTON PERFECT INNOSENSE offers them the same perfect results they would expect from the brand but with a reduced risk of developing allergy*.”
For 20 years Wella scientists have researched how to formulate a molecule that reduces the risk of developing allergy* while maintaining uncompromised colour performance. The revolutionary solution is a new dye molecule ME+, which still contains the molecule part responsible for colour vibrancy, lastingness and coverage, but has a modified shape which reduces the risk of developing allergy*. So simple, it’s brilliant.
Strong Scientific Support and Quality Approved
The ME+ technology present in KOLESTON PERFECT INNOSENSE has been reviewed and approved by key dermatologists, immunologists and toxicologists. It is the first permanent colour brand formulated with ME+ which offers up to 100% grey/white coverage and 3 levels of lift to receive the quality seal by the independent European Centre for Allergy Research Foundation (ECARF).
Leading dermatologist Dr Bianca Piraccini from the University of Bologna, Italy, commented on the pioneering technology: “ME+ represents an important step in reducing risk of developing allergy* in hair colour formulation and a significant milestone in hair care.”
Get ready of the age of Innosence – available at Chopp
* Although the risk of developing new allergy is reduced, there remains a risk of allergic reaction that can be severe. ME+ is present in Pure Naturals, Rich Naturals and Deep Browns of the Koleston perfect Innosense brand.
To book a complimentary colour consultation and skin test at Chopp please call 01702 474 404.
Notes to Editors:
On rare occasions hair colour allergies develop like this, mainly caused by two commonly used dye molecules: para-Phenylenediamine (pPD) and para-Toluenediamine (pTD). However, pTD & pPD are dye molecules used commonly in colour products for their great coverage and lasting potential. They are present in approximately 90% of the colour shades and are the key colour dye molecule in natural, brunette and dark shades.
How does it work?
T-Cells are specific cells that check everything entering our bodies for potential danger like bacteria and viruses. When T-cell receptors fit with an unknown or unrecognized substance , they activate the body’s immune system inducing an immune response. But sometimes T-cells get it wrong and harmless substances fit and are perceived as being a danger, activating an immune response. This is what happens when allergies develop in previously non-allergic people, like with common food allergies to nuts or allergies to cosmetics.
However, we need to be aware that although ME+ reduces the risk of developing allergy, there remains a risk of allergic reaction when colouring hair that can be severe. As precaution, always perform an Allergy Alert Test 48 hours before each colouration and follow the safety instructions. If you have ever experienced an allergic reaction to any hair colourant ingredient, such as pTD or pPD, you should not colour as you cannot exclude being allergic to ME+.
KOLESTON PERFECT INNOSENSE offers the trusted results you would expect from the Koleston Perfect brand: up to 100% coverage and up to 3 levels of lift. Available in 20 beautiful shades ranging from sophisticated blonde and brunette to bold black or daring red, KOLESTON PERFECT INNOSENSE leaves hair vibrant and full of vitality.
For more information on Wella Professionals please visit www.wella.co.uk