Wella Professionals has partnered with celebrity stylist James Earnshaw to launch two new Cream Toner shades: Scandi Rose and Scandi Beige. These shades, developed in Wella's German lab with scientists, are designed to simplify colour application for stylists. Scandi Rose offers a subtle rose hue, while Scandi Beige provides a neutral tone suitable for various skin tones. Both are formulated to process in a rapid five minutes.
The collaboration highlights the persistent challenges in blonde services, with 9 out of 10 stylists reportedly struggling to achieve a clear blonde. Damage remains the primary barrier for clients seeking lighter hair, despite 58% of female colourers desiring blonde results. Earnshaw's journey from Digital Ambassador to Global Ambassador underscores a path for ambitious stylists within the professional colour industry.
The new toners are supported by Wella's updated BlondorPlex 9 lightener, which offers nine levels of lift and incorporates Plex technology and a Metal Purifier to enhance hair integrity and brightness. The accompanying BlondorPlex No2 is designed to rebuild hair bonds, reducing breakage by up to 97%. This focus on advanced lightening technology and quick-toning solutions addresses key industry pain points.
While the launch focuses on simplifying complex colour techniques and improving hair health, the commercial aspect for salons is clear. Providing ready-to-use, fast-processing toners and robust lightening systems can directly improve client satisfaction and salon efficiency. The emphasis on premium, lived-in blonde looks and modern pastel finishes aligns with current consumer demand.
