Signature Blondes Create Book by Wella Brand Education

THE WELLA ARTISTS

AROUND THE GLOBE

THE LOOKS THE SIGNATURE BLONDES 4 THE TREND THE BLONDE PALETTE 2 THE CONSULTATION IN THREE STEPS 3 5 THE HAIR CARE IN SALON AFTERCARE

WELLA ARTISTS AROUND THE GLOBE

What

does Signature BLONDES mean to you?

ROMEU FELIPE

Signature BLONDES reflect my day-to-day clients. Unique, exclusive hair looks tailored to each client. It will be great to share all this knowledge with everyone!

@romeufelipe

ZACH MESQUIT

Signature BLONDES means a blonde look that you can easily identify the colorist who created it. It should reflect the colorist's style of work and the client's unique style.

Brazil North America

@thezachmesquit

JAMES EARNSHAW

Anything from natural, just a few pieces of highlight to a really bold pure platinum blonde! I love how blonde hair is so personal to the individual.

United Kingdom

@jhair_stylist

Signature BLONDES means unlimited possibilities and finding solutions that fit every client’s needs.

Germany

@matherzberg

Something that suits the individual but can also transform someone. A blonde can be delicate, seamless, high impact or loud.

United Kingdom

@christelbarronhough

MATTHIAS HERZBERG

CHRISTEL BARRON-HOUGH

TREND the

The vibrantly blended WORLD OF BLONDES

We know trends are no longer seasonal but movements that evolve over time. Our lives vibrantly blend the physical, digital and the spiritual worlds without limits.

The ever-desirable blonde gets a trendy boost with our extensive color portfolio of high-performing products, that will help individuals feel their best and embrace their confidence by drawing the spotlight to themselves

Weoffer blonde color looks from the “physical” like the warm and earthy tones of #Sundial, to the “digital” as with the purposeful, yet playful tones of #DigitalLavender, to the “spiritual” exemplified through the boldly ethereal touches of #SeleniteBlonde

We are excited to share how these looks come to life for a selection of different personalities, hair textures, skin colors, and ages. Each has transformed into their best blonde selves thanks to our talented Wella artists from all over the world.

Take a look, be inspired. We dare to say your client’s new Signature Blonde has arrived!

With love,

Wella Professionals

CAPTIVATING Mega Blonde

Ultra cool force

Transformational looks for a radical change. Celebrating the power of blonde is not too warm, not too cool, but still superbright, that has a classic feel.

ZACH MESQUIT WHERE DO YOU GET YOUR INSPIRATION FROM?

I surround myself with blondes that all want to be slightly different! I am inspired every day by everything around me.

ETHEREAL

STRIKING TRANSFORMATION

#seleniteblonde

Ethereal and light reflecting, Selenite Blonde is a very, clean creamy blonde reminiscent of moonlight. Not quite as icy as platinum but still very light and bright.

MOONLIGHT REFLECTIONS

An enduring classic, Platinum Rose is a superbright, with a touch of softly surreal rose. Not too warm, not too cool – a perfect balance for the person who wants to feel confident, sexy and expressive.

#platinumrose

SYNTHESIZING Summer

Hyper golden light

for medium blonde to brown hair, we see movement into irresistible warmer territories of nude to delicate vanilla blonde.

SUMMER GLOW

WHERE DO YOU GET YOUR INSPIRATION FROM?

The thing with inspiration & creativity is that it can come from anything that triggers your senses. I am fortunate enough to live in London, the mecca of fashion, so I can get inspired from walking down the street and observing street styles and architecture.

CHRISTEL BARRON-HOUGH

#vanillablonde

Irresistibly luxurious with golden and warm reflections. Vanilla

Blonde lightens the hair's base to seamless tones of golden blonde, adding a deliciously warm, vanilla-cream highlights through the layers and to the face frame area.

BLENDS OF LIGHT

Melted Pecan is a yummy touch to brighten up darker blondes or brunettes with some subtle swirls of nectar highlights. Tastefully natural, with minimal highlights, creating a perfect summer glow.

#meltedpecan

SYNTHESIZING Summer

High definition warmth

We get a dose of earthiness this season with Sundial Yellow!

A nod to the shift in consumer mindset towards more organic and natural ways as we take time to slow down in our turned-on digital lives. An earthy infusion of dynamic warmth with a sense of timelessness.

WHERE DO YOU GET YOUR INSPIRATION FROM?

My inspiration are my clients and day-to-day in salon as I work on total look transformations. I love blonde transformations and this campaign is amazing because it inspires me more and more to create new looks.

ROMEU FELIPE

#sundial

High-definition warmth

For naturally dark hair, sundial shade is a perfect choice for the summer by adding warm tones that will look even better in the sun. The contrast and dimension keep this look warm without being brassy.

Next level neutralization

Soft scandi finishes are crafted due to the neutralization. Tranquil blue both controls and reduces unwanted warm brassy tone for a creamy to clear beautiful blonde.

DIMENSIONALIZING Lightness

Violet multitasker

Violet continues to evolve this season! Often used to neutralize unwanted warm golden hues we now experience the full extent of its multitasking capabilities. Add a touch of serenity and playful escapism with purposeful tones of the digital lavender enhanced by the potency of clear blonde.

WHERE DO YOU GET YOUR INSPIRATION FROM?

Scrolling through TikTok and Instagram to see what my followers or people I follow are posting, to catch the vibe of what is hot right now.

MATTHIAS HERZBERG

#digitallavender

Purposeful tones

Achieving the right level of lightening prior will create the ideal canvas for the mauve tone direction. A revamped, more spirited mauve spectrum with a cool direction for fair and light complexion to slightly deeper and warmer for medium to dark complexions.

PURPOSEFUL TONES

CONSULTATION the

Every color service should start with a

CONSULTATION

Every client has the potential to become a color client. Your key to unlock this is a great consultation.

CONSULTATION in three steps

2 DESTINATION

What type of color result do they want?

› Subtle change?

› Drastic change?

› Gray management?

“What stands between you and your dream hair?”

“Do you have a color direction in mind, or are you open to my advice?”

IDENTITY

Who is your client?

› Personality & lifestyle

› Commitment & budget

› Hair analysis & suitability

"Tell me what you love about your hair"

“How often do you like to visit the hairdresser?”

3 SERVICES

How are you going to get there?

› Which salon services?

› What home care regimens?

› Which product choices?

“Did you already see our color & care services menu?”

“I’ve had some ideas about what we could do, do you want to hear them?”

LOOKS the

Introducing the Signature BLONDES

A collection of individual blonde looks, from natural to striking, each look created by icons of the industry, embraces multidimensionality through spectrums of light, whether warm, cool, or vibrantly dynamic.

Advanced lightening services combined with the ultra-precision techniques achieve controlled results no matter the starting point.

Wella Professionals offers a wide portfolio of expert lightening and toning ranges so you can give your client their best blonde yet!

PERFECT BLONDE Partners

1 THE POWER OF LIGHTENING

An expert lightening range. With reliable lightening to achieve the desired lift for your clients hair type, while respecting the condition.

PURPOSELY TONING

A range of personalized toning solutions from glazing, toning to high lift tint while actively conditioning the hair for unique blonde results.

CARING & MAINTAINING

Hair care is priority. Prepare the hair before lightening services, during and after lightening, recommending the right aftercare is vital to maintaining healthy blonde results.

"I check lift every 10-15 minutes & remove once lightness has been achieved" PRO TIP by @thezachmesquit

ULTRA BLONDE

BeforeAfter

Color Formula

Step 1

Lightening lengths and ends

Blondor

40g BlondorPlex + 60g 6%

Color Steps

1 Lightening lengths and ends

Take fine slices and apply to the lengths and ends leaving 1 inch at the root. Isolating every 3rd slice with a wide foil. Check every 10 minutes for desired lightness.

#PLATINUMROSE

Transforming even the darkest hair into the ultimate blonde, while maintaining its integrity. With controlled lightening and purposeful tones that complement warm skin tones and features.

Step 2

Lightening roots

Blondor

60g Blondor Soft Blonde Cream + 6%

2 Lightening roots

Once the ends have lightened to yellow underlying pigment begin application to the roots.

Step 3

Blondor Permanent Liquid Toner 60g /05 + 120g 1.9%

3 Blonde toning

Apply toner to the root area first, before applying to the lengths and ends.

• For up to 95% more resilience against breakage*

• Helps to repair damaged hair and protects against breakage.

*vs. non-conditioning shampoo Intense repair for silky hair A full head bleach and tone.

ULTRA BLONDE

Step 1

Lightening lengths and ends

Divide and section the hair to begin application at the nape, working to the top crown. Apply to the lengths and ends first, leaving 1 inch of natural hair at the roots. Take fine slices and isolate every third section using a wide foil, repeating the technique throughout the head working horizontally at the side from ears to parting.

Step 2

Lightening roots

Check every 10 minutes for desired lightening. Once the lengths and ends have reached a yellow underlining pigment, mix the root formula and apply directly to all the roots, cross checking for even lightening.

PRO TIP

Mix a fresh mass of lightener every 15 minutes when working on full head applications.

After desired lightening is achieved, rinse thoroughly and apply WellaPlex N⁰2 Bond Stabilizer, use 2-6 pumps depending on hair length. Leave for 10 minutes.

Rinse thoroughly, shampoo and apply Blondor Seal & Care.

Step 3

Blonde toning

Prime the scalp before toning for client comfort with Marula Oil Blend Scalp Primer and leave on.

Apply toner to the root area first and leave for 5 mins before applying to the lengths and ends leave for another 5-10 minutes.

Rinse and shampoo with Fusion shampoo and conditioner.

10 min

ULTRA BLONDE

Step 1

Lightening

Work back-to-back fine weaves at hair line close to the root.

At the crown and sides alternate between creating a small root and a medium size root for a diffused regrowth area.

PRO TIP

Use lower strength developer to control lift, increasing developer strength towards crown and top.

During the application, apply to the tips of hair that's not in foils for high impact lightness. Apply freehand and isolate with a large foil.

After desired lightness is achieved, rinse thoroughly. Apply WellaPlex N⁰2 and leave in for 10 minutes. Rinse and follow with shampoo. Treat with Blondor Seal & Care for optimal blonde results.

10 min

Step 2

Toning

Using an applicator bottle for speed, apply toner to damp hair from roots to ends. Comb through, rinse, shampoo and condition.

5 min

ULTRA LIGHTS

BeforeAfter

Color Formula

#SUNDIAL

Isolated freehand highlights with blended roots and high-speed toning to create lightness and balance.

Step 1

Lightening Blondor

30g MultiBlonde + 45g 3%

Color Steps

1 Lightening

Take a zig-zag parting and gently tease the roots area with a comb to add softness and blend. Apply lightener to lengths and ends, with full saturation towards ends.

Step 2

Blonde toning

BlondorPlex Cream Toner

40g /36 + 80g 1.9%

2 Blonde toning

Using an applicator bottle for speed, apply toner to damp hair from roots to ends for 5 minutes.

Intense repair for silky hair

• For up to 95% more resilience against breakage*

• Helps to repair damaged hair and protects against breakage.

*vs. non-conditioning shampoo

ULTRA LIGHTS

Step 1

Lightening

Take a zig-zag parting and gently tease the root area with a comb to add softness and blend.

Saturate the ends and apply less lightener towards the root area for increased softness.

Work horizontally across the top from front to crown. Check lift every 15 minutes.

After desired lightening is achieved rinse thoroughly shampoo and condition.

Step 2

Toning

Using an applicator bottle for speed, apply toner to damp hair from roots to ends. Comb through, rinse shampoo and condition. 5 min

ALL BLONDE No

bleach?

It’s all possible with our “NO-BLEACH BLONDE” Services

FACT:

Fear of damage is the #1 reason why clients choose not to color their hair.

ALSO FACT:

Damage-concerned clients can still start their blonde journey

The “NO-BLEACH BLONDE?” is perfect for the clients who may be reluctant to use bleach for lightening (i.e. curly haired, first time lighteners, etc.), but are interested in highlights as a gentle solution to kick-off their blonde journey.

KOLESTON PERFECT SPECIAL BLONDE

From cool iridescent blondes to warm, sandy hues.

1 PRODUCT FOR 3 TECHNIQUES

FULL HEAD

High impact result for an expressive healthy looking blonde.

HIGHLIGHTS

Create subtle dimensions.

FREEHAND

Perfect for an introduction to blonde. Applied freehand, isolate in foils for a subtle sun kissed look.

NO-BLEACH BLONDE

BeforeAfter

Color Formula

Full head blonde without the use of bleach with controlled lightening and toning in one step for a Scandinavian-inspired blonde. #SCANDIBLONDE

Step 1

Lightening lengths and ends

Koleston Perfect Special Blonde

30g 12/16 + 30g 12/81 + 2mL

WellaPlex N°1 + 120g 12%

Color Steps

1 Lightening lengths and ends

Start application at the lengths and ends leaving 1 inch of natural at the root area.

Step 2

Lightening roots

Koleston Perfect Special Blonde 15g 12/16 + 15g 12/81 +60g 9%

2 Lightening roots

Thenmovetoapplycolortothe regrowtharea,asatraditional virginapplication.

PRO TIP

To help hair resist breakage, use Special Blonde shades with WellaPlex regimen.

NO-BLEACH BLONDE

Step 1

Lightening lengths and ends

Start application at the lengths and ends leaving 1 inch natural at the root area.

Develop for 30 minutes before mixing root color.

Use foils to prevent color touching the natural hair at the root area for an even blonde result. Leave out any previously lightened ends.

Step 2

Lightening roots

Apply root color to the root area taking fine slices. Develop for 50-60 minutes.

30 min

After desired lightening is achieved rinse thoroughly and apply WellaPlex N⁰2 Bond Stabilizer, and process for 10 minutes.

Rinse thoroughly, shampoo and finish with ColorMotion+

50-60 min

NO-BLEACH LIGHTS

BeforeAfter

Color Formula

Natural balayage without the use of bleach, with controlled lightening and toning in one step for a perfect summer glow.

Step 1

Lightening A

Koleston Perfect Special Blonde

15g 12/22 + 15g 12/81 + 60g 12%

Color Steps

Step 2

Lightening B

Koleston Perfect Special Blonde 15g 12/89 + 15g 12/11 + 60g 9%

1 Lightening

Freehand painting with Koleston Perfect Special Blonde offers lightening and toning in one step.

NO-BLEACH LIGHTS

Step 1

Lightening

Free hand painting with Koleston Perfect Special Blonde offers natural looking result.

Alternate between large weaves that enhance the curl pattern, if the curls are tighter, opt to work with medium textured weaves.

PRO TIP

Avoid using finer weaves on curly hair, instead opt for medium to larger weaver for curl enhancement.

Alternate with "V" shaped freehand to blend the product into the hair.

At hairline, work with medium weaves. Closer to the root, tip the angle of the brush to the side for a soft blend.

Rinse thoroughly, and shampoo and condition with ColorMotion+.

50-60 min

SHINEFINITY COLOR GLAZE

BeforeAfter

Color Formula

Step 1

So delicate yet bold, the lightness is achieved through ultra-precise techniques to create a free flowing of depth into the veil of violet reflections

• LONG LASTING COLOR GLAZE

•ZERO LIFT

•ZERO DAMAGE

•NO DRIP GEL CREAM

Lightening Blondor

30g BlondorPlex + 45g 6% and progress to 9%

Color Steps

1 Lightening

Alternate between weaves and slices for maximum impact, starting with lower strength developer for control.

Step 2

Color Glaze

SHINEFINITY

50g 09/81 + 20g 00/89 + 5g 00/66 +75g Bottle Activator

2 Color Glaze

Apply the Glaze through all the hair, no need to avoid the natural hair, its zero lift formula will enhance shine.

Intense repair for silky hair

• For up to 95% more resilience against breakage*

• Helps to repair damaged hair and protects against breakage.

*vs. non-conditioning shampoo

SHINEFINITY COLOR GLAZE

Step 1

Lightening

Begin application at the nape working to the top crown.

Alternate between weaves and slices for maximum impact, starting with lower strength developer for control.

Gently push back the hair with the comb to create softness. At the top section, leave approximately 3 inches of the natural root area out, creating lived in transition.

After desired lightening is achieved rinse thoroughly and apply WellaPlex N⁰2 Bond Stabilizer, leaving for 10 minutes. Rinse thoroughly, shampoo and finish with Blondor Seal & Care.

Step 2

SHINEFINITY Color Glaze

Apply the Glaze throughout towel-dried hair, develop up to 20 minutes. No need to avoid the natural hair, its zero lift formula will enhance shine.

20 min

ULTRA ILLUMINAGE

Color Formula

Step 1

# VANILLABLONDE

STRIKING BLENDS OF LIGHT

Enhancing the perimeter and framing the face, with seamless blends of lightness starting higher towards the root area, to create brighter looking blondes. Toned with a touch of gold to enhance brightness in the most elegant way.

Step 2

Lightening

Blondor

30g BlondorPlex + 45g 3%

Color Steps

1 Lightening

Add delicate weaves around the hairline. Use zig-zags and weaves to create a natural effect. Apply the lightener slightly away from the roots.

Root shadowing

Illumina Color

20g 7/ + 20g 7/81 + 80g 1.9%

2 Root Shadowing

Tap the root shadow at the roots and develop for 5 minutes.

Step 3

Blonde toning

Illumina Color

30g 10/ + 30g 9/03 + 120g 1.9%

3 Blonde Toning

At the basin, apply the lightest toner to the lengths and ends and hair line, develop up to 15 minutes.

Intense repair for silky hair

• For up to 95% more resilience against breakage*

• Helps to repair damaged hair and protects against breakage.

*vs. non-conditioning shampoo

ULTRA ILLUMINAGE

Step 1

Lightening

Starting at center nape, place 2-3 fine weaved foils close to the root. Followed by zig-zag sections to create a natural effect. Gently push away the hair at the root and apply the lightener slighter further away, leaving a subtle root.

Use the hair line as a guide on the sides, followed by zig-zag and 2 large weaves. Repeat until sides complete. At the top section, weave the front hair line horizontally from front, to the top work horizontally, alternating from weave and zig-zags towards the crown.

After desired lightening is achieved rinse thoroughly and apply WellaPlex N⁰2 Bond Stabilizer, use 2-6 pumps depending on hair length. Leave for 10 minutes. Rinse thoroughly, shampoo and finish with Blondor Seal & Care.

Step 2 Root Shadow

Divide the hair leaving the hairline out. Tap the color at the roots, develop for 5 minutes.

Step 3

Blondor Toning

At basin apply the blonde toner to the lengths, then ends and hair line. Develop for 15 minutes.

Rinse and lightly shampoo with ColorMotion+ and finish with ColorMotion+ Post Color Treatment.