Rebecca Romijn Shines In The Spotlight With Wella Professionals' New Illumina Hair Color

No Other Leading Premium Professional Permanent Color Leaves Hair Closer To Virgin Hair

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Dec 03, 2012, 09:25 ET

WOODLAND HILLS, Calif., Dec. 3, 2012 /PRNewswire/ -- Wella Professionals, internationally acclaimed salon professional brand, has been committed to serving the beauty industry with exceptional products and scientific innovations for over 130 years. In January 2013, Wella Professionals will once again break new ground in hair color innovation with the launch of ILLUMINA Color, a completely new salon professional permanent hair color that helps keep hair in healthy condition. In fact, no other leading premium professional permanent color leaves hair closer to virgin hair, which is good news for the 62% of women who don't color their hair because they're afraid of damage.[1] Rebecca Romijn, an actress committed to keeping her beachy blonde locks in beautiful condition, put ILLUMINA Color to the test and was truly impressed with the stunning results that you need to see and feel to believe!

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As the Celebrity Ambassador for Wella Professionals, Rebecca Romijn, was one of the first to experience ILLUMINA Color. "To me, it's just as important to maintain the health of my hair as every other part of my body, so I was excited to try ILLUMINA Color. Afterwards, I could immediately see and feel the positive benefits – and it couldn't have come at a better time since my hair was showing the effects of being out in the sun after a family vacation spending a lot of time outdoors. My favorite thing about ILLUMINA Color is that my hair not only feels healthy but it looks gorgeous and luminous."

ILLUMINA Color brings Wella's most advanced color science with new MICROLIGHT™ technology and marks the brand's biggest innovation in the last 20 years. One of the keys to healthy, shiny, younger-looking hair is maintaining the smooth surface condition of the outermost layer of hair known as the cuticle, which allows light to pass through and reflect real tones from within for natural, multi-dimensional color. ILLUMINA Color works through patented Advanced MICROLIGHT™ technology, which contains millions of micro-particles that encapsulate the tiny metals left on hair, reducing cuticle damage and keeping the surface of the hair cuticle healthier and more transparent, color after color. By protecting the cuticle to leave the surface smooth and clear, light passes through and illuminates natural highs and lows from within. The result? Superior hair protection that maintains the integrity of the hair and amazing light reflection that makes hair shine in any kind of light!

ILLUMINA Color joins Wella Professionals' growing portfolio and the brand's industry-changing innovations will give women the ability to choose products that fit both their hair type and desired end look. Complementing the current portfolio of color lines, including Koleston Perfect (rich, opaque, permanent color), Color Touch (ammonia-free, demi-permanent color) and Blondor (lightener), ILLUMINA Color delivers luminous, multi-dimensional, sheer color with 100% gray coverage. To maintain salon results at home, Wella's high-performance care and styling collections are tailored to individual needs that create a recipe for endless possibilities. The Brilliance shampoo, conditioner, and treatment regimen is available for both fine/normal and thick hair, and designed especially to be used in tandem with color services to maintain color vibrancy, tone, and shine between salon visits.

AVAILABILITY
Wella Professionals ILLUMINA Color launches January 2013 and is available at salons carrying Wella Professionals nationwide. For more information and the salon location nearest to you, visit www.wellausa.com.

About P&G Beauty & Grooming (NYSE: PG)
P&G Beauty & Grooming products help make beauty dreams real for women worldwide and help men look, feel and be their best every day. With more than 100 brands available in nearly 130 countries, P&G's beauty and grooming products delivered sales of nearly $28 billion in fiscal year 2007/08, making it one of the world's largest beauty and grooming companies. P&G Beauty & Grooming offers trusted brands with leading technology to meet the full complement of beauty and grooming needs, including Pantene®, Olay®, Head & Shoulders®, Max Factor®, Cover Girl®, DDF®, Frederic Fekkai®, Wellaflex®, Rejoice®, Sebastian Professional®, Herbal Essences®, Koleston®, Clairol Professional®, Nice 'n Easy®, Venus®, Gillette®, SK-II®, Wella Professionals®, Braun® and a leading Prestige Fragrance division that spans from point of market entry consumers to high end luxury with global brands such as Hugo Boss®, Lacoste®, and Christina Aguilera®. Please visit http://www.pg.com for the latest news and in-depth information about P&G (NYSE: PG) and its brands.

[1] Data from 2010 Wella Professionals Survey

SOURCE Wella Professionals