BUILD YOUR BLONDE ARMY

Got clients swerving blonde because of damage worries? Convert the colour agnostics into blonde believers with No Bleach Blonde from Wella Professionals

Whatever the natural shade, texture, or complexion of the client in your chair, taking their hair lighter can make them feel fabulous.

But damage fears can turn away virgin heads and putoff current colour customers from another service, and is a key reason why clients choose not to go lighter.* What if there was a way to create blondes AND keep hair healthier, all while keeping your colour business increasing? No Bleach Blonde with Koleston Perfect Special Blonde is an innovative service collection by Wella Professionals without bleach, (yes, you read that right!). It could help you turn the tide against decreasing in-salon colour services and attract blonde seekers to your door…

We can’t let blonde services self-destruct; they are far too profitable. They have an ace to play that many other services don’t. They’re hard to DIY at home, so that’s built-in loyalty from your client who wants the best bespoke blonde look, each and every time. Now give that to them with less damage, all courtesy of No Bleach Blonde. The lift may be gentle on the hair, but it’s effective too, and offers up to five levels of clean and controlled lightening. There are selected cool dyes for powerful neutralisation, meaning a one-step lift, tone, and polished finish.

This beautiful blonder isn’t just bleach free. It’s conditioning with caring lipids for root-to-tip fibre nourishment, making it welcome news for those with concerns about their hair quality being compromised, such as clients with textured hair. Expect creamy results and a sensually soft lightening effect, a great first step into blonde. Special Blonde offers three different blonding techniques in just one bottle. We’re talking foils, full head, and balayage – that’s minimal in cost to you for a maximum return from a real multi-tasker.

Restoring client confidence in blonding isn’t just about creating new blonde clients. You need to get the current ones back for more – and there’s another range in the Wella Professionals family that’s ideal! Blondor Lightening produces a higher degree of lightening on previously coloured hair while being as gentle and nourishing as possible.

And finish any BlondorPlex lightening service by toning with new BlondorPlex Cream Toners for up to 90 per cent less breakage.*

No one wants the exact same shade of blonde; you have the expertise to tailor it just so. Ensure you have the right tools too, for every blonde, thanks to Wella Professionals. You’ll have a happy, loyal army of blondes before you know it…

BY KOLESTON PERFECT

I’ll be honest, I’m still recovering from our brilliantly busy Most Wanted and It List Award judging days. It’s the time where I pop my Out of Office on, mute the phone and, alongside our judges, dive into the entries that our amazing participants share. There’s no better way to learn what salons and artists are up to, how they are tackling the tricky times and thrilling clients and their communities. Want to know who made the Grand Final? Turn to page 50. But this year I also wanted to hear from those whom salons and stylists collaborate with on their businesses. I reached out to some of the leaders of the industry’s most influential brands to gauge their understanding of the current landscape. What do they see as the challenges and opportunities, and how are they helping empower their salon and stylist partners for the future? Take a look, from page 28. There’s also a deep dive into bossing your blonde business (from page 42), and you’ll get to enjoy a religious experience in a Limerick cathedral with the artistic team from Cyril Morgan. Why don’t you pop your phone on mute too, and enjoy…