SUSTAINABLY CHIC

GLOBAL LEADER IN HAIR COLOR INNOVATION, GOLDWELL , HAS INTRODUCED ITS NEWEST ADDITION TO THE ICONIC TOPCHIC LINE OF PERMANENT IN-SALON COLOR:

As more consumers seek sustainable choices and lifestyles, Topchic Zero allows professionals to address new client priorities without compromising efficacy or performance. Goldwell leveraged its nearly 50 years of experience in hair color innovation and artistry to develop a portfolio that stays true to its high-performance heritage while providing more options for color services.

As an already well-known and loved hair color line, Goldwell have shown its commitment to innovative, powerful, and responsive product advancement, by adding Topchic Zero to its list of offerings. Developed by color experts for color experts, Topchic Zero is the high-performance1 and responsible color that delivers.

What can colorists expect from this latest addition?

• Natural, reliable grey coverage – up to 100%

• Natural-looking, even color results with Topchic’s trusted durability

• Smooth and glossy hair with up to 2x more shine 2

• A vegan 3 formula that contains up to 94% naturally-derived ingredients 4

• 27 versatile shade options that allow maximum creativity while maintaining hair’s healthy look and feel

• Acai extract, a powerful antioxidant and natural remedy against hair breakage

• W hite tea essence, known for intensified conditioning effects and natural moisture

• M aximum hair protection during the coloring process or color service thanks to patented IntraLipid and BondPro+ Technology 5

• 0% ammonia, silicones, ethanol, or animalderived ingredients

RESPONSIBLE. INSIDE AND OUT.

From the drain-safe formula that is up to 98% biodegradable 6 to sustainably and responsibly sourced packaging made from up to 100% recycled and recyclable materials, Topchic Zero is the responsible choice for salon hair color.

In cooperation with ClimatePartner, Topchic Zero is contributing to efforts to slow climate change and promote sustainability. Topchic Zero products produce fewer carbon emissions from raw materials, packaging, production, transport, and disposal and are offset to zero by supporting an independently certified climate protection7,8 , wind energy project in South Africa.

Here's what National Goldwell Artist, Steven Picciano had to say: “Goldwell has and always will be in my eyes at the forefront of innovation.

Just when I think we’ve hit the pinnacle, something new sets the bar even higher. Not only does the product outperform all competitors but is environmentally conscious in more ways than one. Over the last few years Goldwell and its parent company Kao have reached incredible sustainability’s benchmarks, all while providing superior products with tons of options.”

I asked Steven’s thoughts when he first heard about the launch TopChic Zero. He said: “When I first heard about Topchic Zero I was honestly anticipating something good, but relatively niche, a product I would take in and use on a few people. What I saw was completely different. Topchic Zero performs like Topchic, if not better. It contains no ammonia, parabens, or silicones while promising beautiful, shiny hair. Its packaging is environmentally conscious and the product itself is vegan. A total home run and has me thinking that this is (or should be) the direction for haircolor in general moving forward.”

Steven continued: “The Topchic line is very diverse with a relatively wide range of color options. They are also compatible with pure pigments (a direct dye additive to oxidative color) which gives me unlimited options. How nice for fall tint backs to be durable and nurturing to the previously lightened hair.”

Steven’s favorite features? “My favorite feature of the Topchic line is the array of options, as well as the overall product performance. It contains key ingredients that create brilliant color and smoother, shinier hair. The line is comprised of 2-10 level N series as well as 5-9 level NN for grey coverage. In addition, we have a relatively large range of warm and cool brown shades as well as blondes and even eight copper. And two shades I’ve wished for in permanent color 9V (violet) and CLEAR. Which means canceling unwanted warmth in blondes has just gotten easier, more durable, and damage free.”

Finally, I asked Steven how Topchic can be used as an upselling service in the the salon. He said: “In my salon I see an overwhelming need for products that are safe and can perform. The promise of both is already assumed to be an upgrade. I think clients have no problem paying a premium price for a superior product with premium performance. Especially when they’ve come to trust and love Goldwell.”