Wella Professionals Reveals Top Hair Trends for 2013

  Wella Professionals Reveals Top Hair Trends for 2013

Prepare to Tune Into the Trends with Hair Looks Inspired by the Sound of Color

Business Wire

WOODLAND HILLS, Calif. -- January 2, 2013

Each year new trends rise to the forefront, and 2013 is no different as Wella
Professionals’ Global Creative Directors collaborated to identify four
emerging styles. At the 10th Annual International Trend Vision Awards, Wella
Professionals revealed these trends in a collection inspired by the Sound of
Color. World renowned stylists and Global Creative Directors, Eugene Souleiman
(Care and Styling) and Josh Wood (Color), embarked on a mission to create
looks that explore the synergy of aesthetic beauty and the world of music.
With that, four new trends - Fusion, Decibel, Echo, and Allegra –
materialized, with each one personifying the inextricable link between sound
and color.

Wella Professionals Presents FUSION: The Worldly Spirit (Photo: Business Wire)

Wella Professionals Presents FUSION: The Worldly Spirit (Photo: Business Wire)

Eugene Souleiman says, “I react very well with music--I see colors, I see
textures, I see shape, I see movement, I get a feeling for the character that
we are trying to create for a collection; so, for me, marrying those two areas
is a totally natural process.” Josh Wood added that these trends have “given
me as a colorist the license to break all the boundaries and experiment.”
Inspired by this new level of artistry, Wella’s creative duo referenced these
trends at the Spring 2013 fashion shows and are ultimately influencing future
styles in the year ahead.

FUSION: The Worldly Spirit

Defined by the merging of Eastern experimental spirit with Western culture,
Fusion embodies the contradictions of a modern day geisha meets club girl.
There is a graceful and minimalistic elegance to this sculptured look, which
is perfectly represented by the traditional sumo wrestler style at Haider
Ackermann’s Spring ’13 show. Souleiman created a modern twist with a ponytail
tied away from the crown and folded back on itself. There is also a shift away
from the super natural hues into the more precious pastel territory to allow
an altogether more sophisticated palette of willow and porcelain with pastel
accents – a look that Wood says is “creativity gone to the next level.”

DECIBEL: The Vibrant Optimist

Decibel is the antithesis to generic, pristinely finished hair. “This trend is
all about the feeling of a technical style becoming unfinished, left looking
raw and unpolished,” Souleiman asserts. At the Missoni Spring ’13 show, the
Decibel theme of expressive, disconnected hair was brought to life with a
smooth and sleek top section contrasting with free and flowing mid-lengths. A
similarly expressive concept is conveyed with textured looks intensified by
pops of virtual colors seen at the Peter Som Spring ‘13 show. The style and
color collaboration pay tribute to the ‘70s period of glam rock that allowed a
freedom and empowered women to experiment with fashion and beauty without the
restriction of rules.

ECHO: The Emotional Tyrant

Echo is not only a reflection, but a reaction to the world’s current state of
affairs and economic downturn. This trend represents the complicated,
introverted personality that transcends to a hairstyle designed with this
inherent tension in mind. The impression is a chic yet tormented soul, who
struggles with the harshness of life but has a romantic melancholic side to
her. “She’s obviously a forward thinking woman with this kind of conflict in
her,” said Eugene Souleiman. Tory Burch’s Spring ’13 show featured a windblown
fishtail braid that exhibits the dichotomy of disheveled, yet complicated
look. The color palette is just as emotional with a juxtaposition of
incredibly natural looking tones against incredibly dense tones.

ALLEGRA: The Object of Beauty

Allegra is an extreme contradiction to Echo because she escapes into the
bright world of the decadent elite by completely embracing the ostentatious
culture she was born into. Allegra is enamored with her own beauty and views
herself as a piece of art. “She’s an object of beauty and desire and she loves
that,” adds Eugene. Her hair is healthy and clean, embodying her perfection.
The color palette is a brazen gold, rose gold, platinum, green gold - all
precious metals that are refined and bespoke as if they were created just for
her. Eugene styled the hair at DKNY’s Spring ‘13 show with clean lines,
polished hair and a satiny glow alluding to this perfectly poised, abundant
look.

Wella Professionals Trend Vision provides unique inspiration to stylists and
women as these looks evolve into the latest in cutting-edge hair fashion with
influential iconic imagery created for hairstylists by hairstylists.

About P&G Beauty & Grooming

P&G Beauty & Grooming products help empowers men and women around the world to
look and feel better than they ever thought possible. With 11 billion dollar
brands and products available in over 130 countries, P&G’s beauty and grooming
products delivered sales of over $38 billion in fiscal year 2010/11, 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®, Crest®, Oral B®, Always®, Tampax® 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.

About Procter & Gamble

P&G serves approximately 4.6 billion people around the world with its brands.
The Company has one of the strongest portfolios of trusted, quality,
leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®,
Pantene®, Mach3®, Bounty®, Dawn®, Fairy®,Gain®, Charmin®, Downy®, Lenor®,
Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®,
Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The
P&G community includes operations in approximately 75 countries worldwide.
Please visit http://www.pg.com for the latest news and in-depth information
about P&G and its brands.

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Contact:

Devries
Tracy Green, 212-891-0404
tgreen@devriesglobal.com
or
Brianne Dezzutti, 646-253-0236
bdezzutti@devriesglobal.com