Wella Professionals Launches Color Xpress: a new 10-Minute Permanent Color for Xpress Root Touch-Up Services
As the No. 1 Salon Color Brand in the World¹, Wella Professionals continues to set the standard for first-class color with Color Xpress, a game-changing innovation for stylists. This breakthrough hair color solution delivers up to 100% gray coverage results in just 10 minutes, redefining efficiency without compromising quality. Perfect for today’s time-sensitive clients, Color Xpress empowers stylists to introduce a transformative service that boosts salon visits, increases revenue per appointment, and attracts a fresh clientele.
Women are looking for express beauty treatments and services that cater to their fast-paced lifestyles without compromising on quality. Specifically, about hair, 14% of woman don’t color or stop coloring because it’s time-consuming².
With its quick 10-minute development time, Color Xpress empowers stylists to offer a new Xpress Root-Touch Up service. This innovative proposition will enable them to increase service frequency, attract new clients, and offer an additional service that keeps them coming back.
Whether it’s for a last-minute touch-up, a special occasion, or simply fitting beauty care into a packed routine, Color Xpress ensures women can enjoy salon-quality gray coverage with unparalleled efficiency.
"Color Xpress is a game-changer for stylists. It allows us to meet the growing demand for express services without compromising on quality or results. It's the perfect blend of innovation, speed, and client satisfaction," says Marco Firriolo, Wella Professionals Ambassador.
What Makes Color Xpress Unique?
ControlX Technology revolutionizes hair coloring with its fast-acting ammonium carbonate, a new-to-Wella Professionals alkalizer that acts as a supercharged magnet. Ammonium carbonate pulls the color dyes together very quickly, so color molecules are formed in only 10 minutes, preventing color from going too dark.
Ammonium Carbonate acts like a supercharged magnet.
Pulling dyes together quickly so color molecules are formed in only 10 min.
The fast color formation prevents color from going too dark.
Color Xpress also includes a revolutionary built-in Metal Purifier to encapsulate metals avoiding the extra damage caused by free radicals.
Not only efficient, Color Xpress is also a conscious choice for clients and the planet, with a vegan formula and packaging made from recycled materials.
Color Xpress offers a thoughtfully designed palette of 11 shades, crafted to seamlessly blend with existing hair color and deliver flawless root touch-ups. These shades have been tailored to address the most common color needs for root touch-up, ensuring stylists can easily find the perfect match for every client.
Color Xpress by Wella Professionals is here to bridge the gap between convenience and professional quality with a reliable xpress solution.
#WellaColorXpress has arrived, and it's ready to deliver #XpressRootTouchUp in ONLY 10 minutes ⏰
For more information, visit https://www.wella.com/selector or contact.
¹ Based on Wella Master Brand USD sales on the 2022 Salon Hair Care Study for the hair coloring products category published by Kline.
² Consumer H&P 2022: QBA0 - Please select all reasons why you are considering stopping coloring your hair / you don’t color your hair more frequently?
About WELLA COMPANY
Wella Company is an innovative global beauty leader with a portfolio of iconic hair, nails and beauty tech brands for industry professionals and consumers, including Wella Professionals, OPI, ghd, Briogeo, Nioxin, Sebastian Professional, and Clairol.
Our compelling vision to enable individuals to look, feel, and be their true selves is built on our 140+ year history of creating legendary beauty. Our brand portfolio reflects this spirit: professionally credentialed and many, founder created. Our fusion of science, technology, and artistry produces performance-led products, often further distinguished by patented technology.
Professional hair and nail industry artists and beauty-loving consumers are at the heart of everything we do. In just four years, we have transformed our business and brand portfolio. We are the #1 Salon Color Brand in the World with Wella Professionals and #1 Salon Nail Brand in the world with OPI.
Working as a connected, diverse global community of more than 6,000 employees, we lead for action and drive results with an Owner’s Mindset, guided by company Values, our entrepreneurial spirit, and One Team accountability. We have a shared desire to positively impact the communities we serve.
Our ambition is to become one of the best beauty companies in the industry, one that will last for generations to come. We dream big because we know our potential is unstoppable.
For more information on Wella Company, visit www.wellacompany.com and follow us on LinkedIn and Instagram.