Introducing @Pure Pigments; a game changing new colour line from the experts at Goldwell.

The first set of dyes to use HD3 Dye Technology, @Pure Pigments culminates seventeen years worth of joint research between cosmetic magnates KAO, Fujifilm and the Technical University Dresden.

The basis? HD3 Dye Technology; a new generation of direct dye molecules, inspired by high definition photographic dyes. Hair colour is amplified, with vibrancy and brilliance noticeably increased.

The HD3 Dye Technology creates long-lasting and multi-dimensional color results for unique light reflections and extraordinary shine from all angles.

Thanks to its innovative molecular structure based on the small molecular size and the special distribution of the electrical charge, the technology is able to intensely color the hair with high fade resistance.

The new patented hair dyes form gradient layers of multi-spectral colors in the hair resulting in a unique play of color reflections – a result similar to looking at light passing through a prism.

“During the process of designing, synthesizing, testing and evaluating in excess of 1000 dyes, we needed to prove our passion and our firm belief in the vision of creating a completely new hair color technology with outstanding brilliance and very unique multi-reflection effects,” says Dr. Dominic Pratt, Vice President of Kao European Research Laboratories.

“We joined up with Fujifilm in Japan and Professor Hartmann from Technical University of Dresden and together were finally able to achieve our goal to develop a new dimension of hair color.”

To celebrate the launch of @Pure Pigments, Goldwell’s Australian contingent hosted an exclusive launch event at chic Sydney hotspot, Hubert.

Guests were treated to a decedent lunch spread before which KAO Director of Color Product Development, Jonathan Wood introduced event-goers to the revolutionary new line.

“High definition color was the buzz phrase when we started this project over 17 years ago, as huge developments were being made in the area of TV and photography at the time” begins Wood.

“This is how we came up with the idea to create a hair color that was based on the technology of high definition photographic colors.

We needed to prove our passion and our firm belief in the vision of creating a completely new hair color technology with outstanding brilliance and unique multi-reflection effects, so we contacted the experts at Fuji Film.”

Visit: https://www.goldwell.com.au/

Event Imagery by Esteban La Tessa