CHROMA-ticity
George Schaeffer, founder of OPI, is at it again. After building a nail lacquer empire of mythical proportions, he's off on a new business venture-Aloxxi haircolor. Once owned by Nexxus, the man with the Midas touch has not only revived Aloxxi, but also brought sophistication to its concept, marketing POV and distribution that far exceed even the former company's wildest dreams.
The scoop: Aloxxi CHROMA Permanent Creme Colour features an impressive 93 shades imbued with Crystallized Micro Pigments that effortlessly penetrate the hair shaft. Once these miniscule dyes reach the cortex, they form significantly larger color molecules to create longer-lasting, more vibrant results. UV filters protect against color fade and conditioning polymers and natural ingredients — principally bisabolol (derived from German chamomile) — possess soothing properties that leave the hair and scalp in supreme condition. Also available: TONES, a 25-shade demi-permanent line that refreshes permanent haircolor, enhances existing color and acts as a toner on prelightened hair.
“We’re doing much more than just introducing another haircolor line; we’re creating an infrastructure that’s based on our commitment to stylists,” informs Schaeffer. “To accomplish this in the very best way, we are in the process of forming a Salon Advisory Board—made up of salon owners/stylists—which will meet regularly to give us valuable input and allow Aloxxi to be true partners with the hairdresser.
The Board will evaluate products, salon programs, education, and marketing initiatives, and partake in brainstorming sessions to help develop new and compelling ways to drive more color clients into salons. We expect the Board to be fully functional by midyear.” (Intel: Aloxxi recently launched its new website and social media channel: Aloxxi.com.).