I know I am late. But, better late than ever..no!!
So, on 28th of September, this beautiful event was organized by Wella International at Wella Store, Select City Walk, Saket. I went there with my hubby, son and my sis Ritcha. I could not attend the meet personally as my son was not well and was not ready to leave me for so long, so only Ritcha could go there and attend the event. The meet was so enlightening and covered all aspects of hair color. Here I will share some insight about the biggest myth about hair color.
Ammonia free hair color is good
What the fact is –
Wella Professionals unveils that Ammonia free hair color is not damage free
Delhi, 28th September, 2013
Ammonia-free permanent hair color is the latest vogue in hair color industry and consumers have started showing more affinity towards it as they consider it less damaging . A deep seated myth about hair color highlights ‘Ammonia free Hair color as damage-free, because it does not smell so strong’; But the truth is, ammonia-free permanent hair colors replace ammonia with another – similar active ingredient which even though doesn’t smell, can be worse for your hair. Wella Professionals & Bollywood Diva, Shraddha Kapoor revolutionize
d, redefined and reinvented the mind sets of Delhi women by bursting the traditional myths surrounding hair color and educating them about the truth behind hair color.
Wella Professionals has been at the international forefront of color innovation for over 133 years. The brand believes in providing superior hair protection & color results, hence hair damage is a very crucial aspect which cannot be ignored. After extensive research and analysis, Wella has decided NOT to go down the path of “no-ammonia” for our permanent hair color.
Ammonia v/s No Ammonia–
The Science: Every permanent hair color needs an active ingredient, called “alkalizer”, so that the hair color can enter the hair cuticles and color it. Ammonia is the most common alkalizer which has been safely used in hair coloring for 50 years. Certain permanent hair colors – sometimes referred to as “no-ammonia” or “ammonia-free” often use another alkalizer called “MEA” instead of using ammonia, MEA is not a new technology. Demi/Semi-permanent colors have been using MEA for more than 20 years in a safe way. However, some permanent hair color brands, in order to get rid of ammonia & its smell, have also started using MEA. But MEA is used in much higher concentration by these brands as it’s a less effective alkalizer for permanent hair coloring. AND this can be much more damaging for your hair.
Maria Castan, Scientific Communication Expert from Wella Professionals said,” Latest permanent color products claiming no or low ammonia typically replaces ammonia with another alkalizer, MEA. Neither MEA not Ammonia on their own are good or bad – it largely depends on the concentration of alkalizer (ammonia or MEA). We have also not seen any advantage of ammonia free permanent color products in terms of hair protection. This is evidenced by both internal and external test data we conducted, as part of our regular innovation benchmarking process”.
Advantage of Ammonia over MEA:
Ammonia has been safely used in permanent hair and is known to be one of the best technologies in permanent hair s for long lasting performance. It provides excellent grey coverage and pure results without compromising hair vitality. In fact ammonia is a volatile, naturally occurring substance that does its job during coloring and evaporates immediately. That’s why you can smell it so strong and so fast.
Based on a recent survey by Nielsen research, 84% of consumers believe that ammonia-free color is actually damage free . But it’s truly not. Ammonia-free color often smells less during coloring, but that doesn’t mean it’s less damaging.
Wella, a leading international color company for 133 years, has perfected both, its ammonia and no-ammonia color formulations to provide superior damage protection vs. the leading professional no-ammonia color brand*.
About Wella Professionals
Wella, the Salon Professional division of P&G, is the premier name in professional hair cosmetics & pioneer of innovation and trend spotting. High-Quality, High-Performance and High-Fashion are three of the key reasons why its products are preferred by world’s most renowned hairdressers. Wella Professionals contributes to enhancing the hairstyling profession and building a strong relationship with hairdressers with cutting edge technology, new initiatives and by offering comprehensive training programs for salon owners and their employees.
P&G Professional’s brands include Wella Professionals, Koleston Perfect, Colour Touch, System Professional, Sebastian Professional & many more. Superior products, inspiring education and unique salon business-building programs make Wella Professionals a world leader and expert in hair cosmetics and beauty.
Now the most loving part of the meet – The Goodies Bag 😉
Wella gave all the bloggers an awesome gift hamper containing Wella shampoo and masque for colored hair and a voucher of Rs. 500 for Affinity Salon. Did I love that? Yeahhhhhhh.
And a nice guy there gave my son 2 cute little toys too. One was a cute Panda and other a duck :). That made his day 🙂
Some pics of the event and goodies now J
She is Maria Castan, a Senior Scientist at Procter & Gamble from Darmstadt, who was there to answer all the queries related to hair coloring!!
My Goodies 🙂
And now Ritcha, my damsel in distress 🙂
I am the villain here as I always take advantage of my little sis but that’s what we sisters are for…no!!
Love you darling to attend the event for me 🙂
An outfit post for the same day coming soon!!
Do share with me your views 🙂