Illumina model
Over the last couple of years consumers have been getting more aware of which hair colours salon professionals use to achieve the desired shade.

L’Oréal started the trend with ammonium-free Inoa and this year, Wella caught on with high-tech Illumina.

”The experts at Procter & Gamble say it’s the biggest scientific breakthrough in permanent hair colour in 20 years. I say it’s probably the biggest breakthrough ever” Josh Wood, world-renowned colourist and Global Creative Director at Wella, told Cover Media.

As a part of the Wella team, Josh has been creating Illumina and gave his input early on in the four-year long development process.

According to Wella scientists, Illumina damages the hair’s surface less than other colours, thus allowing light be reflected more naturally and giving the impression of younger, healthier hair.

”It doesn’t look like permanent hair colour, it doesn’t look like hair colour at all,” Wood explained. ”It looks natural and the condition of the hair is still good after colouring compared to other brands.”

Wood and his team of stylists have been working with Illumina for the past 18 months, using it on the models at the Missoni Spring/Summer 2012 runway show.

”There is no fade and the blonde shades won’t go orange or yellow,” he added. ”Illumina also gives 100 percent coverage of grey hair.”

Illumina still only offers 20 shades, mostly light and brunette hues, but more are expected to be added to the range over the next two years. © Cover Media