

Josh: I had always thought there was something missing there to be honest. It was nagging at me. So moving Bronde into a totally professional technique-driven area where we can add incredible light to hair - from dark to light, was the goal. Whether it's adding violets into black or bronze into dark brown. It's a new way of thinking about how you create a premium colour. With Bronde Luxe, we've achieved exactly that.
So you really had to break new ground here - is that something that drives you personally?
Josh: Pushing creative boundaries is what gets me our of bed. With the salons we've a unique concept. With Wella, I always strive to bring something that will excite hairdressers: get them inspired to seek and discover newness for themselves. Bronde Luxe transforms the concept of Bronde. It's not about a dark blonde with a few highlights - this is about taking a Tuscan red and pushing it al the way through to strawberry with discipline and technique.
What does the fusion of comfort and luxury mean to you?
Josh: People don't want to suffer for their looks any more. They demand comfort, but on a high-end, premium level. This is about making the colour creating process more fluid. With the new techniques we've hit the mark. The results are amazing but the way we get there is actually not that demanding. Hairdressers can deliver Bronde Luxe looks without forgetting what they already know. It's more about changing the mindset to what can be done with the light.
The Bronde Luxe Collection brought together a creative Dream Team - wouldn't you say?
Josh: Working with Renya from Australia and Darren from the UK - it's been a real collaboration where colour and styling share an absolutely equal stage. Adding light to Darren's cuts, adding a little purplish violet tone to Renya's styles - these have been really key moments for me. Adding light to any hairstyle really makes it feel luxurious and glamorous. I'm working with stylists that completely understand light and dark, and that is such a gift. Thank you guys!

BRONDE LUXE COLOR
A PREMIUM COLOUR SERVICE THAT TURNS BRONDE INTO PRESTIGE COLOUR:
With enticing nuances of pearl, olive and coffee. We then dark to go further, pushing Bronde into different colour spaces: bringing depth to blondes. For reds we can create a transition from Tizian red to sun-kissed strawberry, from blueish ash to icy platinum, from nearly black to violet. In A/W 2016 Bronde gets more than one face - a whole premium spectrum in a colour palette of shadowed light.


"ILLUMINA COLOR has always been about creating light in colour, about pushing boundaries for exciting new results. With this collection we've introduced an exciting new shade and focused on darker elements that perfectly balance the light - crafting what we call shadowed light."

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