Industry News

Converting Virgin Hair Clients Into Trying Hair Color

Lauren Salapatek | March 26, 2013 | 11:53 AM

Trying to convince clients who have never tried hair color to try hair color? Patrick McIvor, Artistic & TechniCulture Director for Goldwell and KMS California, has a technique that takes less than 10 grams of color to create a statement accent that can be covered up when needed and loud and proud when wanted.

“I was looking to share how amazing Elumen hair color was on natural, uncolored hair, my daughter Claire had never colored her hair before, so I demonstrated how a permanent color could preserve the integrity of her hair and give high impact color. With Goldwell Elumen hair color, you can create fashion statements and fun accents, and because it’s a pure acidic direct dye, it’s basically damage-free coloring with incredible vibrancy and shine,” says McIvor.

McIvor used less than 10 grams of Goldwell Elumen hair color [email protected] on natural level 7 hair and processed at room temperature for 30 minutes.  


*Backcomb each section once with a comb and then feather color in with a brush to create softness.

*Be an artist - when feathering color, trust your eye and hold the brush like a razor, decreasing pressure as you work up.

*Work in fine sections.

*Work back to back in foil, without any foil in between, so the color saturates on both sides.

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