California – Aura is offering a personalised and adaptable hair colour range to inspire people to keep experimenting with their hair.
Its new range of shampoos, conditioners and masques include the option to add a semi-permanent pigment in tones of pink, lavender or teal, or customers can opt for classic shades to enhance or refresh their natural colour. Aura also gives the option to add neutraliser components to help offset unwanted tones.
As well as choosing their preferred colour, customers can also select from five different aromas, with the ability to adjust the scent strength or go fragrance-free altogether. In this way, Aura can adapt to customers' changing haircare needs and preferences, allowing them to easily alter the intensity of pigments and aromas. Graham Jones, CEO of parent company eSalon, explains: ‘[Our] biggest strength is our understanding of the client feedback loop over time.’
Hair colour innovators are making products and processes more malleable, with Aura showing how a one-product-for-all mentality is no longer necessary. For more, explore Colour Refresh.