Wella Launches Care and Styling

Wella Professionals launches high-performance Care and Styling collections in New York City.

The details: Dozens of beauty editors, directors and bloggers were invited to see the results of the Care and Styling products on a variety of models. The products, designed to be customized for each client for use in the salon and at home, were demonstrated by Wella Professionals Global Creative Directors Eugene Souleiman (Care and Styling) and Josh Wood (Color). The color-safe Care products, unique formulas are designed to engage the senses by offering results the client can see, touch and smell. "Each product has been specially developed with our innovative technology and premium multisensorial ingredients," explains Teca Gillespie, Scientific Communications for Wella Professionals.

Codings and stages: The Care products include four sub-collections created for various hair types during cleansing, conditioning and treatments:

• Brilliance contains Liquid Crystal Technology in the shampoo and conditioning treatment and is designed to protect color-treated hair from fading as well as enhance brilliance and vibrancy.
• Enrich is filled with polymers to strengthen dry hair against damage while boosting shine, smoothness and moisture levels.
• Balance, designed for special scalp needs, conditions sensitized scalps leaving them moisturized and smooth.
• Age Restore, for mature hair, has protective and strengthening antioxidants and panthenol to reinvigorate hair.

The Wella Professionals Styling range is offered to create style when the hair is in three different stages: wet, dry or finish, and each is available in four levels of hold.

Availability: Products will be available to salons for retail starting in May.


The Brilliance products from Wella's new Care collection.


Wella Professionals Global Creative Director for Care and Styling Eugene Souleiman demonstrates the new products on a model.


P&G Salon Professional's Reuben Carranza addresses the attendees.


Finished models onstage.