Wella Professionals Gets Women to Think Outside of the Box

Nearly Two out of Three Women Visit the Salon for Haircolor Results They Believe Cannot Be Duplicated at Home

Jun 28, 2010, 10:00 ET from P&G Beauty & Grooming

WOODLAND HILLS, Calif., June 28 /PRNewswire/ -- Unlike jewelry, purses, shoes or belts, hair is the one accessory women wear every day. Leading salon haircolor brand Wella Professionals surveyed women to determine just how much they really know when it comes to hair and haircolor. In the "Are You Color Savvy?" survey, Wella Professionals asked women ages 18 – 49 to share the where, how and why they color their hair.  

Why women dye their hair?

Women color their hair for many reasons. They may want to cover their grays, change their look or stay on trend. Regardless of their personal reasons, Wella found the "feel good" aspect was undeniable. A whopping 72% of women felt more attractive after they dyed their hair; 69% felt more confident; 49% felt more sexy; and 42% felt more youthful. With that kind of satisfaction, it's no wonder 92% of women have colored their hair at some point in their lives.

Leave it to the Pros.

Depending on a woman's budget or preference, she can have her hair colored at home with box color or by a professional at a salon. Taking into consideration the colorists' expertise, training and knowledge as irreplaceable benefits, 64% of women visit the salon for haircolor results they believe cannot be duplicated at home. Women are more than happy to put the professionals in the driver's seat. In fact, a landslide 97% of women trust and expect colorists to use the right products on their hair.

Wella Professionals Celebrity Colorist Aura Friedman emphasizes how important it is for women to talk with their colorists about their color.  Friedman, who works at the Serge Normant Salon in New York City, says, "When my clients sit in the chair, I like to talk through the whole package with them, taking into consideration their physical attributes as well as their lifestyle and desired level of maintenance, in order to make an educated decision that best fits her personal style.  I explain which products I'm using because I trust Wella Professionals to deliver the best results, so that every woman can leave feeling and looking like her best self."

Yearn to Learn.

When asked about how their hair looked after coloring, more than 80% of women felt their hair was shinier and well-conditioned after getting it colored at a salon. Yet, 55% of women think ammonia in permanent color damages hair. More than 75% of women admitted they don't actually know the purpose of ammonia in haircolor, which has been proven to be the most effective ingredient to open up hair cuticles, so that color dye can deposit into the hair shaft to create lasting color results. With confusions and concerns about damage, breakage and product ingredients at the forefront, Wella Professionals encourages women to ask their colorist about the different color options available as well as a care and maintenance program that will work with their lifestyle.  

"Colorists have a wealth of knowledge and expertise from years of training and experience working with all different hair types, which they're happy to share with their clients," says Wella Brand Manager, Mary Moulton.  

To help get the conversation going, the Wella Professionals' Color Discovery Tour kicks off June 21st in New York City and will travel across the country to eight different cities. Women will receive free hair consultations with top local salon professionals to help them discover their best haircolor and style, so they too can be a part of the 72% of women who feel more attractive.  To find out more, visit Wella Professionals on Facebook or 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 everyday. 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.

SOURCE P&G Beauty & Grooming



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