New Breakthrough Hair colour Innosense 20 years in the making

Wella has launched Innosense – by Koleston Perfect, proclaimed an new age in hair colour, an industry breakthrough that Wella Professionals scientists have worked on for 20 years.Koleston Perfect INNOSENSE – is a new vibrant hair colour range specifically formulated to reduce the risk of developing allergy.In addition to making the hair colour process safer Wella hopes this new breakthrough hair colour technology will also revolutionise the industry by reducing the discomfort to those clients with sensitivity to having their hair permanently coloured. “Koleston Perfect INNOSENSE offers the same perfect results clients would expect from the brand but with a reduced risk of developing allergy,*” says Josh Wood, Wella Professionals global creative director – Colour.The first hair colour to include ME+, a patented molecule that delivers vibrant colour results, with a reduced risk of allergy*.Now there is simply no need go through any tingling or irritation suffered by many women who colour their hair
Kay McIntyre, 3 Times Scottish Hairdresser of the Year and UK Nioxin Ambassador says “Its an organic move forward, mcintyres have a strong reputation as hair colour specialists , we welcome this great addition to our colour range, we can make the salon visit more comfortable for clients who are sensitive to the colour process without compromising the result
“We are delighted we now have a product that reduces the risks of allergy and early results have shown Innosense improves shine and vibrancy”
Ask your mcIntyres hair colourist about the new Innosense hair colour

Formulated with the revolutionary new dye molecule, ME+, Koleston Perfect INNOSENSE finally allows you to offer colour without compromise for your allergy and ingredient-conscious clients
ME+ is present in Pure Naturals, Rich Naturals and Deep Browns of the Koleston Perfect INNOSENSE brand.

The European Centre for Allergy Research Foundation (ECARF) has awarded the ECARF Seal of Quality to the hair colouring product Koleston Perfect INNOSENSE with ME+ by Wella. The hair colour was specifically developed to reduce the risk of allergies.

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Koleston Perfect INNOSENSE contains the newly invented, exclusive hair dye molecule ME+, which was developed by Wella for over 20 years and was recently presented at the biggest dermatology congress in Europe. ME+ allows Koleston Perfect INNOSENSE to combine a significantly reduced allergy risk with full permanent color variability and 100% grey coverage. Koleston Perfect INNOSENSE with ME+ is available as of early 2014 in hairdresser salons and will come in 22 different shades.

“Many allergists today are sceptical towards hair colourants because of the associated allergy risk”, explains Prof. Dr. med. Dr. h.c. Torsten Zuberbier, head of ECARF. “On the other hand, many consumers consider being able to colour their hair as a very important part of their quality of life. Although it is not currently possible to produce allergen-free hair colour technologies, this newly developed hair colour does allow for the allergy risk to be significantly reduced.”

Koleston Perfect INNOSENSE with ME+ reduces the risk of developing hair dye allergies. It is free of the active ingredients PPD and PTD. Patients who are already allergic to a hair dye may still experience an allergic reaction to Koleston Perfect INNOSENSE (due to a cross reaction) and must therefore have a dermatologist carry out a test with Koleston Perfect INNOSENSE prior to using the product, to rule out a potential allergic cross reactions.