Wella Professionals unveils that Ammonia free hair color myth

Wella Professionals unveils that Ammonia free hair color is not damage free
Hi everyone!!

You may be knowing that last wekend there was wella's blogger meet event which I couldn't make but there are some of the pictures and information of the event!!

Bollywood Diva, Shraddha Kapoor encourages Delhi women to discover the truth about hair color & ask for Superior damage protection vs Ammonia free color

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Delhi, 28^th September, 2013 Ammonia-free permanent hair color is the latest vogue in hair color industry and consumers have started showing more affinity towards it as they consider it less damaging . 

A deep seated myth about hair color highlights ‘Ammonia free Hair color as damage-free, because it does not smell so strong’; But the truth is, ammonia-free permanent hair colors replace ammonia with another - similar active ingredient which even though doesn’t smell,  can be worse for your hair. 

Wella Professionals & Bollywood Diva, Shraddha Kapoor revolutionized, redefined and reinvented the mind sets of Delhi women by bursting the traditional myths surrounding hair color and educating them about the truth behind hair color.

Wella Professionals has been at the international forefront of color innovation for over 133 years. The brand believes in providing superior hair protection & color results, hence hair damage is a very crucial aspect which cannot be ignored. After extensive research and analysis, Wella has decided NOT to go down the path of “no-ammonia” for our permanent hair color. 

Ammonia v/s No Ammonia- The Science: Every permanent hair color needs an active ingredient, called “alkalizer”, so that the hair color can enter the hair cuticles and color it. Ammonia is the most common alkalizer which has been safely used in hair coloring for 50 years. Certain permanent hair colors - sometimes referred to as “no-ammonia” or “ammonia-free” often use another alkalizer called “MEA” instead of using ammonia, MEA is not a new technology. Demi/Semi-permanent colors have been using MEA for more than 20 years in a safe way.  However, some permanent hair color brands, in order to get rid of ammonia & its smell, have also started using MEA. But MEA is used in much higher concentration by these brands as it’s a less effective alkalizer for permanent hair coloring.  AND this can be much more damaging for your hair.

Maria Castan, Scientific Communication Expert from Wella Professionals said,” Latest permanent color products claiming no or low ammonia typically replaces ammonia with another alkalizer, MEA. Neither MEA not Ammonia on their own are good or bad – it largely depends on the concentration of alkalizer (ammonia or MEA). We have also not seen any advantage of ammonia free permanent color products in terms of hair protection. This is evidenced by both internal and external test data we conducted, as part of our regular innovation benchmarking process”.

Shraddha Kapoor, Wella believer added, “Hair color is a very important part of my look &  to  change my looks from time to time, I was always scared to get my hair colored as like everyone else , I  also thought Ammonia is the most harmful ingredient which can damage my hair but because of Wella’s new campaign, ‘truth behind hair color’ I have understood how Ammonia free is not always damage free”.  In fact Wella colors provide superior damage protection color after color. I can vouch for it now & lab tests can prove it too.

Advantage of Ammonia over MEA:

Advantage of Ammonia over MEA: Ammonia has been safely used in permanent hair  and is known to be one of the best technologies in permanent hair s for long lasting performance. It provides excellent grey coverage and pure results without compromising hair vitality. In fact ammonia is a volatile, naturally occurring substance that does its job during coloring and evaporates immediately. That's why you can smell it so strong and so fast.

Based on a recent survey by Nielsen research, 84% of consumers believe that ammonia-free color is actually damage free . But it’s truly not. Ammonia-free color often smells less during coloring, but that doesn’t mean it’s less damaging.

Wella, a leading international color company for  133 years, has perfected both, its ammonia  and no-ammonia color formulations to provide superior damage protection vs. the leading professional no-ammonia color brand*.

About Wella Professionals

Wella, the Salon Professional division of P&G, is the premier name in professional hair cosmetics & pioneer of innovation and trend spotting. High-Quality, High-Performance and High-Fashion are three of the key reasons why its products are preferred by world's most renowned hairdressers. Wella Professionals contributes to enhancing the hairstyling profession and building a strong relationship with hairdressers with cutting edge technology, new initiatives and by offering comprehensive training programs for salon owners and their employees.

P&G Professional’s brands include Wella Professionals, Koleston Perfect, Colour Touch, System Professional, Sebastian Professional & many more. Superior products, inspiring education and unique salon business-building programs make Wella Professionals a world leader and expert in hair cosmetics and beauty.

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