Industry News

Aloxxi Color System Launches in LA With Press Event

Anne Moratto | February 3, 2012 | 11:59 AM

Aloxxi Color System Launches in LA With Press EventAs the Founder of OPI, George W. Schaeffer’s passion for color built the Professional Nail Care Industry. Now, as ‘The Godfather of Color’, he has created Aloxxi, an all-inclusive hair color program. The unique Aloxxi Color Personality Consultation technique was demonstrated to attending press at an event on January 31, 2012 in West Hollywood at Román Salon.

Operating from the premise that women need to be as familiar with their hair color formulas as they are with their nail polish shades, Schaeffer helps women identify their 'color personality' with clever, memorable names like Party in Lombardy, Peach Bellini, and Va Va Verona. So, instead of numbers and levels, clients have a relationship with their color that they can easily communicate to hairdressers.

Editors and invited guests sat with a Román Salon colorist and explored skin tone, eye color, lifestyle and commitment to maintenance, as well as the client's starting color. The second part of the consultation involves evaluating the client's hair chemistry to determine formulas.

Celebrity stylist, salon owner, renowned platform artist and Aloxxi Artistic Team Member, Marco Pelusi was on-hand to add extra personality to every interaction.

Aloxxi also introduced new products: a line of treatments to protect color including ColourCare Hydrating Shampoo, Hydrating Conditioner, Leave-In Conditioner and Colour Rich Treatment Masque; plus a Flexible Hairspray and new ColourCare Dry Shampoo.

For a complete list of Aloxxi salons, visit and for more information, visit or call 877-512-7131.


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