Flexible hair styles to suit all occasions
Our increasing interest in all things fashion, beauty and style makeover is creating a growing desire for hair and beauty product companies to provide the tools to change, update and bring to life your look.
Rene Rust head of scientific communications at Wellaflex says “Hair colour has always been hailed as the element that dramatically alters and changes your look and image but today styling is not far behind. Great styling can change people’s perception of you. In everybody’s circle of friends a change in style is guaranteed to get a radical reaction.”
As we absorb images of coiffed, polished and gorgeous celebrities, it is not just the urge to change our style, but rather the desire to look good every day is growing. Rust agrees, “Consumers are much more demanding now when it comes to their image. So many aspects of our life are dependent on it - we feel we can’t let ourselves down for a moment, for example when it comes to how we look in our corporate environment.”
With styling product development breaking new boundaries, achieving salon styles at home is becoming more and more achievable. “Styling products allow us to get our hair to perform more how we would like it to. We can push it in the direction of looks we aspire to. At Wellaflex we are focused on creating great performance in our hair styling products. Through great styling products you can enhance your hair, you can minimize flyaway and you can get your hair to hold its shape without rigidity,” said Peder Spens-Clason, Wella Styling Brand Manager, Arabian Peninsula.
Modern hair styling products are moving forward in performance, look and feel. At Wellaflex the intention and desire to give consumers natural moveable hold has led to the creation of the Flex Active Formula. A high quality blend of specialised polymers creates flexible bonds around the hair. These polymer bonds create an invisible network over the style which help allow the hair structure to be maintained, protected and looks healthy.
Rust says “Previously the choice was really only about very rigid hold or ultra volume. With Wellaflex Hairsprays and Mousses you can now have a much more naturalistic flexible hold. They have incredible longevity but look and behave much more naturally, allowing the hair to have movement. One of our most outstanding products in the range is Wellaflex Extra Strong Hold Spray which finishes the style with non-rigid hold whilst helping it to spring back into shape.”
The second benefit Wellaflex research scientists have looked at is termed “shape recovery”. This is about allowing the hairstyle to recover its shape after activity, general movement and even against the elements. “Too often we have a great hairstyle indoors but when we venture out it gets blown about by the wind. It’s hard to maintain that blow dried look unless you also add great styling products into the mix. Our shape recovery system helps combat the abuse of the elements on your style.” says Rust.
In fact, all Wellaflex formulas offer 24-hour hold so you needn’t worry about hair drooping or losing its style halfway through the day. “Wellaflex Extra Strong Hold Mousse for example enables you to style your hair everyday at home but give it that look of salon swish and bounce. This beautiful, flexible hold gives consumers a tool with which they can recreate what would have been done by the hairdresser or stylist. It is the direction in which modern hair looks are moving - the natural bounce of healthy vibrant hair.”
