COVER STORY
HIGH
Definition
We’ve all heard the term HD thrown around a lot to imply premium definition and clarity associated with what is deemed a high definition visual experience, but rarely has the play on the technology been taken that step further – in collaboration with Fujifilm Goldwell has launched Pure Pigments™.
D
irect Dye additives in High Definition Hues are giving professional colourists the power to create unprecedented vibrancy and brilliance. This additive – HD3 Dye has been developed in collaboration with Fujifilm and the Technical University of Dresden. These additives can be combined with Goldwell’s other colour brands such as Topchic, Colorance, Nectaya to create a colour intensity from artistic to classic colour work.
TECHNOLOGY The foundation of the technology is the breakthrough HD3 Dye – a direct Dye inspired by high definition photographic dyes developed in collaboration with Fujifilm and the Technical University of Dresden. The technology promises 63 per cent more shine on average compared to regular colour – boosting colour intensity. Working with KAO Germany for over 21 years, Jonathon Wood is the R&D Director of Colour Product Development at KAO Research Laboratories. "High Definition Colour’ were the buzz words when we started this project over 17 years ago, as huge developments were being made in the area of TV and photography at the time," Jon said. “We needed to prove our passion and our firm belief in the vision of creating a completely new hair colour with outstanding brilliance and unique multi-reflection effects – so we contact the experts at Fujifilm. 72 INSTYLE
“And because the HD3 is not based on a chemical reaction, but a physical Dye it is also very gentle on the hair and scalp.” Together both KAO and Fujifilm developed a technology that precisely controls the dye’s penetration depth into the hair shaft using Fujifilm’s molecular design and synthesis technology for dye’s. They also brought in a third partner, Professor Hartmann, from Technical University of Dresden to help synthesize over 1000 Dye Stuffs. They as a result identified three molecules that delivered exactly the results they were looking for – hence the birth of Pure Pigments™.
THE PURE PIGMENT DIFFERENCE Most hair dyes in the market are oxidative dyes – so Pure Pigments is a completely new generation of Dye Stuff technology that directly deposits and adds supreme shine and reflect. “The HD3 Dyes form a very special Dye pattern in the hair fibre. They create a concentrated ring of colour around the outer regions of the cortex,” said Jon. “The effect can be compared to that of a prism – where the colour results are not only intense but the shine is multidimensional,” he said. “And because the HD3 is not based on a chemical reaction, but a physical Dye it is also very gentle on the hair and scalp." The technology opens the freedom of colour to a completely new realm of expression and an impressive level of fade resistance on non-reactivity – what every hair colour customer wants! For more information visit www.goldwell.com
