Lifetex - New energy for every day

Lifetex is the first product line to fall under the Wella Professionals banner and promises women an expert helping hand, ensuring days full of energy and vitality.

To introduce Lifetex's new, innovative two-phase care process, an exclusive launch event was held at the chic, cutting edge Enigma salon in Umm Sequim, Dubai, which opened its doors to customers earlier this month.

Guests at the event were among the first in the region to experience the benefits of the new hair care system and were treated to a tailored consultation and Lifetex treatment, which can be uniquely adapted to the individual.

Because hair types are as diverse as women are, Wella Professionals has created six different Lifetex product categories - extra rich, volume, curl, straight, balanced and color. With its new packaging Lifetex is easily recognisable as an energetic, vitalising brand and each category has a new identifying color, representing the individuality of the product range at a glance.

Lifetex is based on Wella's heritage as a hair pioneer, combining more than 125 years of experience in hair with the latest developments in hair care technology. The products focus entirely on the care aspect and include innovations like Lifetex extra rich instant repair, a restructuring treatment that gives the hair up to 20 percent more durability.