Top Menu


Goldwell Launch @Pure Pigments Colour Range

Goldwell have unveiled a dynamic new colour launch to revolutionise your salons, premiering their all-new @Pure Pigments range at a decadent lunch at Sydney’s pinnacle French restaurant, Hubert. In the space’s private room (and theatre) and over a sumptuous menu of the best meats, cheeses, fish and crème caramels, an important line-up of speakers took to the stage to introduce beauty media to the next significant phase in colour.

The range presents not just new hues, but added dimensions, built through the revolutionary HD3 Dye Technology, which has been developed in collaboration with Fujifilm and the Technical University of Dresden. This technology was structured into high definition direct dye additives, which create what the brand has coined as ‘Elumenated Hair Color’ – shine, intensity and brilliance for the client’s hair and an ability for colourists to flex their creative muscles.

The event welcomed Johnathan Wood, R&D Director of Colour Product Development at Kao Research Laboratories to explain the science behind this new technology, while Kao Australia’s own Claire Vanderstoel and Rita Marcon explained the launch from a brand and aesthetic perspective. Through speeches and videos the affect was detailed in full – the unique direct dyes provide an outer layer of dimension and dynamic colour, leading to 63 per cent more shine, three times the colour intensity and double resistance to colour fading, when compared to other colours.

HD3 is the important complex that achieves this, offering a new generation of direct dye molecules inspired by and based on high definition photography principles. Long lasting, reflective and multi-dimensional colour is the result.

“During the process of designing, synthesising, testing and evaluating in excess of 1000 dyes, we needed to prove our passion and our firm belief in creating a completely new hair colour technology with outstanding brilliance and very unique multi-reflection effects,” said Dr Dominic Pratt, Vice President of Kao European Research Laboratories. “We joined up with Fujifilm in Japan and Professor Hartman from Technical University of Dresden and together were finally able to achieve our goal to develop a new dimension of hair colour.”

The range offers optimal customisation in pure, matte and pearl permutations of bold hues, which allow the colourist to experiment and learn new colour techniques. Bold looks are an ideal result when working with the colours, but more subtle, commercial hues are also extremely viable, offering total scope and a great new addition to the salon menu. Whether the client is looking for a vibrant colour or just a subtle change and improvement on overall colour quality, @Pure Pigments will deliver, and colourists can also master the hues for their dynamic creative and editorial work.

Rita showed off the three prominent trends of the Elumenated Hair Color aesthetic at the event, allowing beauty media to see the multi-dimensional results first-hand with diverse model looks. She demonstrated Color Morphing, which creates iridescent, holographic effects in the hair, Color Boosting, comprised of vivid, colour saturated results and Color Washing, which offers pastel washes that range from subtle to intense.

“With @Pure Pigments we have taken hair colour services to the next level,” said John Moroney, Kao Salon Global Creative Director. “We offer Goldwell stylists an infinite world of colour creativity, which will not only delight their clients but also elevate their colour expertise and upgrade the hair colour business.”

For more information visit  

Click here for Styleicons|TV.

, , , , , ,

Hair Industry News Straight To Your Inbox

All the information, inspiration and education you need in the salon sphere twice a week.

You have Successfully Subscribed!