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Rebecca Romijn Shines In The Spotlight With Wella Professionals' New Illumina Hair Color

Rebecca Romijn Shines In The Spotlight With Wella Professionals' New Illumina
                                  Hair Color

No Other Leading Premium Professional Permanent Color Leaves Hair Closer To
Virgin Hair

PR Newswire

WOODLAND HILLS, Calif., Dec. 3, 2012

WOODLAND HILLS, Calif., Dec. 3, 2012 /PRNewswire/ -- Wella Professionals,
internationally acclaimed salon professional brand, has been committed to
serving the beauty industry with exceptional products and scientific
innovations for over 130 years. In January 2013, Wella Professionals will
once again break new ground in hair color innovation with the launch
ofILLUMINA Color, a completely new salon professional permanent hair color
that helps keep hair in healthy condition. In fact, no other leading premium
professional permanent color leaves hair closer to virgin hair, which is good
news for the 62% of women who don't color their hair because they're afraid of
damage.[1] Rebecca Romijn, an actress committed to keeping her beachy blonde
locks in beautiful condition, put ILLUMINA Color to the test and was truly
impressed with the stunning results that you need to see and feel to believe!

To view the multimedia assets associated with this release, please click
http://www.prnewswire.com/news-releases/rebecca-romijn-shines-in-the-spotlight-with-wella-professionals-new-illumina-hair-color-181292451.html

As the Celebrity Ambassador for Wella Professionals, Rebecca Romijn, was one
of the first to experience ILLUMINA Color. "To me, it's just as important to
maintain the health of my hair as every other part of my body, so I was
excited to try ILLUMINA Color. Afterwards, I could immediately see and feel
the positive benefits – and it couldn't have come at a better time since my
hair was showing the effects of being out in the sun after a family vacation
spending a lot of time outdoors. My favorite thing about ILLUMINA Color is
that my hair not only feels healthy but it looks gorgeous and luminous."

ILLUMINA Color brings Wella's most advanced color science with new MICROLIGHT™
technology and marks the brand's biggest innovation in the last 20 years. One
of the keys to healthy, shiny, younger-looking hair is maintaining the smooth
surface condition of the outermost layer of hair known as the cuticle, which
allows light to pass through and reflect real tones from within for natural,
multi-dimensional color. ILLUMINA Color works through patented Advanced
MICROLIGHT™ technology, which contains millions of micro-particles that
encapsulate the tiny metals left on hair, reducing cuticle damage and keeping
the surface of the hair cuticle healthier and more transparent, color after
color. By protecting the cuticle to leave the surface smooth and clear, light
passes through and illuminates natural highs and lows from within. The result?
Superior hair protection that maintains the integrity of the hair and amazing
light reflection that makes hair shine in any kind of light!

ILLUMINA Color joins Wella Professionals' growing portfolio and the brand's
industry-changing innovations will give women the ability to choose products
that fit both their hair type and desired end look. Complementing the current
portfolio of color lines, including Koleston Perfect (rich, opaque, permanent
color), Color Touch (ammonia-free, demi-permanent color) and Blondor
(lightener), ILLUMINA Color delivers luminous, multi-dimensional, sheer color
with 100% gray coverage. To maintain salon results at home, Wella's
high-performance care and styling collections are tailored to individual needs
that create a recipe for endless possibilities. The Brilliance shampoo,
conditioner, and treatment regimen is available for both fine/normal and thick
hair, and designed especially to be used in tandem with color services to
maintain color vibrancy, tone, and shine between salon visits.

AVAILABILITY
Wella Professionals ILLUMINA Color launches January 2013 and is available at
salons carrying Wella Professionals nationwide. For more information and the
salon location nearest to you, visit www.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 every day. 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.

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[1] Data from 2010 Wella Professionals Survey

Related Links:
Visit Wella.com to find a salon near you!
Follow Wella Professionals USA on Facebook

SOURCE Wella Professionals

Website: http://wella.com
Contact: Stephanie Puleio, +1-646-253-0211, spuleio@devries-pr.com; or Tracy
Green, +1-212-891-0404, tgreen@devries-pr.com
 
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