Wella Color Charm Gets A Brand New Look

This April, get ready for a brand new look from Wella Color Charm, as the permanent gel and demi-permanent crème got revamped to match its modernized liquid color collection.With a spectrum of shades available in liquid, gel, or crème, Wella Color Charm unleashestheartistic creativity of stylists while allowing them to meet their individual client’s needs, according to the company.

“Wella Color Charm is one of my secret weapons and I know a lot of industry insiders use it behind the scenes, because the color always comes out true to tone and the processing time is quick.It’s great when working on set for editorial shoots and the palette is incredible for everything from rich brunette to bright blonde,” says Wella Color Ambassador Aura Friedman.“The convenience of using liquid or crème is a colorist’s dream because it really allows the flexibility to choose what’s right for your client.”

The Wella Color Charm Permanent Gel line includes 47 intermixable shades featuring Gelfuse Technology.To ensure the entire collection matches the liquid palette, 21 shades were reformulated.The formula’s thicker texture compared to liquid is ideal for a bowl and brush application for more precise placement, said the company.

Meanwhile, Wella Color Charm’s Demi-Permanent crème formula with Cremefuse Technology is the ideal product to glaze, tone, enrich, blend, or pre-pigment.It is mixed with the Wella Color Charm Activating Lotion, now also in upgraded packaging. Prices start at $3.49.