Kao launches new hair colouring product in Europe

By Natasha Spencer

- Last updated on GMT

Kao launches new hair colouring product in Europe
The Japanese cosmetics company unveils '@Pure Pigments', a hair colourant that contains 'HD3 Dye Technology', after undertaking joint research with Fujifilm.

Kao released its new '@Pure Pigments' hair colour product to European consumers in March 2018. The new hair care launch uses HD3 Dye Technology, which was developed through joint research with multinational photography and imaging name, Fujifilm and Dresden University of Technology in Germany.

Launching '@Pure Pigments' under its professional salon hair care brand Goldwell, the parent company explored the innovative use of non-reactive hair dye via its HD3 Dye Technology.

Cutting-edge technology

The trio’s research found that HD3 Dye Technology can successfully elevate hair colour with “vibrancy and brilliance”​. It is able to create an array of colours and hues containing a  multi-dimensional colour result. Through utilising this technology, '@Pure Pigments' can change the hair colour as a response to hair movement and light.

HD3 Dye Technology and subsequently '@Pure Pigments' was created through combining Kao's hair control technology — science that achieves precise control of the dye's penetration depth into the hair shaft — and Fujifilm's molecular design and synthesis technology for dyes.

Power of three

Three researchers collaborated to conceptualise and develop HD3 Dye Technology — Kao, Fujifilm and Dresden University of Technology — promoting three core features of the three-dimensional colourant.

The trio strived to produce three-dimensional, high-definition colour result with depth; colour design that enables freedom of colour expression; and create a marriage between non-reactivity and high fade resistance.

Transforming hair colour

Opening “an infinite world of colour creativity”,​ Kao hopes that ‘@Pure Pigments’ will “push hair colour service at salons to the next level”,​ the company announced in a recent press release.

“With '@Pure Pigments' we will delight people around the world with long-lasting and multi-dimensional colour results with outstanding brilliance and shine,”​ it added.

Coming to the US

Kao's hair care business strives to provide professional salon products and services to hair stylists focusing on care, styling, colour, and perm and texture. The Japanese powerhouse’s latest hair colouring item is set to be released in North America in autumn 2018.

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