Alfaparf Milano reveal refreshed colour line
Hair care experts Alfaparf Milano Professional have launched an updated version of the brand's permanent colour line and revealed the Love Your Evolution campaign in collaboration with Global Creative Director Rudy Mostarda.
Alfaparf Milano's Evolution of the Color line features the same high performance permanent colour formula now with added protection against blue light damage, pollution and UV-light induced colour loss, which can be major causes of dullness, breakage and yellowing.
The protective film left on the hair during the colour service also prevents thermal colour fade from repeated use of hot styling tools.
There are 119 shades in the collection, which provide 100% grey hair coverage and up to three levels of lightening.
Infused with Hyaluronic acid, Evolution of the Color products are also formulated with Patented* Color Guard Technology. This emulsifying complex creates even distribution of the product and improves colour deposit on the hair so colour lasts longer and hair is shinier.
The product line's packaging has also been updated with dark blue, white and light pink packaging, 100% recycled aluminium tubes and cartons made from 90% recycled paper.
*Patented in the US and Italy