3 minute read
ALFAPARF MILANO PROFESSIONAL presents the NEW Evolution of the Color
The brand’s iconic permanent color line is being renewed with a new patented technology
Today, consumers are increasingly attentive and aware of the threats that surround them. They are looking for products that improve the health of their hair and protect it from external aggressors.
This is why Alfaparf Milano Professional is bringing out an updated version of the renowned permanent color line, Evolution of the color. The Italian haircare brand believes in using ever-improving technologies to meet the new needs facing the world of haircare and providing customers with the latest trends in its salons, and the upgraded Evolution of The Color formula is a truly modern color line.
It protects hair from pollution, blue light and UV rays, which are among the major causes of dullness, increased tendency to breakage and yellowing. The main objective of this evolution is to provide comprehensive color protection, to guarantee greater color longevity and radiance.
This iconic Evolution of the color formula comes from ALFAPARF MILANO’s flagship R&D laboratory. This color has many extraordinary features such as 100% grey hair coverage, up to 3 levels of lightening, maximum care for your hair, being free from PPD and containing hyaluronic acid, and also benefits from the innovative: Patented Color Guard Technology, an emulsifying complex that helps to create even distribution of the product and improves color deposit on the hair, prolonging its duration and guaranteeing superb shine. The pool of active ingredients for this comprehensive color protection system includes:
In addition, the new formula creates a protective film on the hair during the color service (Bonding Performance) resulting in improved performance:
• COLOR RETENTION: Excellent color retention & less fade after continuous blue light exposure.
• COMBABILITY: dry hair is easy to comb.
• COLOR PROTECTION: great color protection from UV rays.
• THERMAL COLOR RETENTION: excellent color retention & less fade even after repeated use of hot styling tools.
• COLOR UNIFORMITY: very even distribution result.
• SHINE: brighter color and amplified shine.
• WATER SAVING: water saving thanks to lower consumption during rinsing.
The range, which also boasts a vegan formula and updated packaging, has been available in salons since September. It is made up of 119 natural and sophisticated shades that guarantee a flawless color result. The Evolution of the color looks were created in collaboration with the Global Creative Director of Alfaparf Milano Professional, Rudy Mostarda, who on this occasion presented the Love Your Evolution campaign in the New Cut & Color Collection, which introduces new cutting and color techniques to be reproduced in the salon.
Alfaparf Milano Professional is a leading Italian brand in the professional haircare sector and it teams up with the largest industry operators to create effective products and services. Thanks to the brand’s values - Italian dynamism, innovation and embracing of diversity - which are a key presence in every project, the group commits every day to helping people rediscover their beauty, taking inspiration from the latest trends and anticipating those of tomorrow. International from the get-go, Alfaparf Milano Professional respects the value of differences and stands side by side with people all over the world to support them and help them pursue their own idea of beauty, with the help of a team of professionals who are always up to date with the latest trends and technologies.
