Wella Launch Koleston Red Specials with Revolutionary Pr5 Molecule

For the first time more intensive and significantly longer-lasting red shades are possible with the new patented red dyestuff Pyrazol "Pr5" found in Wella's Koleston Red Special range. The new red dyestuff molecule, developed by Wella's R&D Laboratory in Germany, locks the red colour into the actual structure of the hair where it is anchored firmly as a complete oxidative dyestuff.

Commenting on the new Koleston Red Special range Samir Idichchou, Regional Marketing Manager, Wella Middle East, said: "The colour red always makes a strong impression - it conjures up an image that is distinctive, bold, intense, vibrant, confident and when it comes to hair, red shades have always represented a special challenge and fascination."

"Through the scientific breakthrough that Wella has attained in formulating this unique Pr5 molecule, consumers can now achieve the results long-desired such as brilliant, intensive, clear shades with a wide spectrum of colours."

"Wella's Koleston Red Specials, with the Pr5 formula, reflect a pure red, as opposed to a yellow-blue-red mixture achieved when using conventional red shades, while also achieving 20% more shine. In addition the revolutionary Pr5 molecule has been thoroughly tested by our labs in Germany to ensure that it is safe and does not damage the hair."