Schwarzkopf Professional continues to lead the industry in hair colour advancements Saturday 12 March, 2011
Tweet The naturally-derived ESSENSITY hair colour now offers 100% grey coverage and is still free from ammonia, parabens, paraffin, and more ESSENSITY is the market’s first high performing hair colour that offers an ammonia-free & odourless oil-in-cream permanent colouration, and contains the purest organic essence of grape seed oil and natural Ectoin. Completely unique in [...]
The naturally-derived ESSENSITY hair colour now offers 100% grey coverage and is still free from ammonia, parabens, paraffin, and more
ESSENSITY is the market’s first high performing hair colour that offers an ammonia-free & odourless oil-in-cream permanent colouration, and contains the purest organic essence of grape seed oil and natural Ectoin. Completely unique in the market, ESSENSITY Colour offers: : 0% ammonia, 0% odour, 0% silicones, 0% paraffin/mineral oils, 0% parabens, 0% alcohol, 0% artificial colourants and up to 100% grey coverage, giving you the best of both worlds: 100% performance and 0% compromise.
ESSENSITY Colour is ideal for the heavy colour user, the eco-conscious, the ammonia refuser or someone who may be a colour sceptic. With the relaunch of ESSENSITY Colour, Schwarzkopf Professional offers 9 colour worlds and 30 exciting new shades (that’s 50 in total) – including captivating blondes, stunning reds and violets and delicious browns. In addition, ESSENSITY maintains its high level of naturalness with more than 90% naturally derived ingredients.
The uniqueness of ESSENSITY Colour is in its innovative patent-pending technology. Changing a natural hair colour to a different shade relies on the oxidative reaction of hydrogen peroxide on the natural melanin pigment. Rather than using ammonia to lift out the natural pigment to make room for the new one, ESSENSITY is powered by AMEA Technology. AMEA stands for the synergistic combination of two very gentle alkalizing agents: Aminomethylpropanol and Monoethanolamine. By combining these two gentle alkalizing agents, AMEA technology is able to breakdown the natural melansome layer, making the melanin pigments susceptible to hydrogen peroxide. Although the lifting power of AMEA is not as strong as ammonia, the lifting power is
impressive and it’s done in a gentle way, ensuring a vibrant colour every time. AMEA Technology is superior to the technology of other professional brands of ammonia-free permanent colour, which only use Monoethanolamine and therefore, don’t have the same lifting power. In addition, ESSENSITY colour delivers superb colour performance and leaves the hair shiny and in great condition.
The new ESSENSITY colour with 100% grey coverage will be available in salons beginning February 2011. ESSENSITY also offers a variety of care and styling products, including a brand new Natural Shine Serum and a Colour care range that includes a Colour Shampoo, Conditioner and Leave-in Mask.
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