Expert Advice

Secrets behind hair color at Wella

Maggie Mulhern | July 10, 2011 | 10:27 PM
Josh Wood, global creative director of color, demonstrates a dimensional red. A tipped bob shows edgy color can be worn on any client.

The Wella Backstage Tour held in Frankfurt and Darmstadt, Germany, this spring.

THE DETAILS: Twenty-four editors from 13 countries were invited to this one-day event to meet with Eugene Souleiman, Wella Professional global creative director care and styling, and Josh Wood, global creative director of color, to see how their shape and color designs have impacted the fashion world. After a fashion show and presentation, the group was taken to the Wella Headquarters in Darmstadt, Germany, to meet the chemists and scientists and see the labs where color is formulated and tested. In this “scientists’ playground” editors were treated to slide shows of cross sections of hair both before, during and after coloring services, and learned of color formulations from the creators themselves. In the technical center, the group met many of the colorists and clients working with new shades from semi to permanent.

CREATIVE SIDE: Souleiman created looks for 31 shows throughout the United States and Europe for the fall/winter 2010 collections, and has been found backstage at all major fashion shows since picking up his brush as a teenager. The Wood’s designs have impacted color statements in advertisements and on runways for years. Together, the duo has created breathtaking looks seen on red carpets on their celebrity clientele.

THE LAST WORD: Kevin Otera, vice president, global operations, P&G Salon Professional, met with the international editors. “At Salon Professional we pride ourselves on bringing meaningful innovation to our business partners to help them be the most successful in the industry. We constantly strive to ensure that we provide best-in-class support to our stylists by investing in education and training combined with our innovative and future-focused approach. However, instead of just talking about our brands, we want you to really get to know them so we decided to open our doors and invite you inside to an exclusive look behind the scenes.”

Dimension makes this blonde stand out.A tipped bob shows edgy color can be worn on any client.This red from Wella looks natural and brilliant.
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