Cherry Red Poptastic

Red's coming back with a passion this season.

From the luxuriant flaming waves of Lily Cole to Christina Hendricks and Marcia Cross as slick city auburnites, from the sweet strawberry strands of Amy Adams and Florence and the Machine’s Florence Welch, to Rihanna’s recent cherry-red poptastic transformation that’s inspired imitations the world over – red is everywhere.

What’s more, fashion has a passion for red as well.

“We loved that show-stopping red shade worn by Coco Rocha and that has enlivened consumer interest in the whole spectrum of red shades,” says Josh Wood, Wella Professionals’ Global Creative Director Colour, and arguably one of the most influential colour experts in hairdressing today. “I’m working with the colour from warm golds right through to deep burgundy. It can even be used on blondes or brunettes because it’s all about making hair warmer and bringing a fresh, new, believable vibrancy to each look,” says Josh.

The Power of Red

Red is a statement shade that provokes a multitude of attitudes and reactions. In part, this is because natural redheads are rare, representing about 2% of the global population (3.7% in the UK and only 0.3% in Germany). The gene that decrees this follicular foible – melanocortin 1 receptor (MC1R) – has helped to ensure auburn hair has long been steeped in myth and magic.

Why red? Why now?

The antennae of the team of cool hunters who work with Wella Professionals are always finely attuned to upcoming trends, and they’ve been on red alert of late, pinpointing a major new influence on our styling for the new decade, calling it ‘Passionista’. And red hair, it seems, is part and parcel of the trend.

The essence of Passionista is that love gets reborn through seduction and sensuality that sets our hearts racing. As confident allure comes from ultimate femininity, red, the definitive symbol of love makes bold statements through a palette that spans soft nude pinks to burning hot reds.

The Heat Of The Moment

“Red hair is being given a thoroughly contemporary twist, worn as a beautiful accessory to high-end fashion or as an everyday wearable colour for every woman,” says Josh. This is where Wella Professionals’ new Shimmering Reds Colour Service comes in, created in collaboration with Josh. There are three approaches to creating modern, wearable Red hair, using a combination of new Vibrant Red shades from Colour Touch and Koleston Perfect, in conjunction with Wella’s most advanced care technologies from the System Professional Colour Save range, to boost and protect new shades.

“If clients want just a touch of red and their hair glossed to a super high shine in a matter of minutes, the Shimmering Red Gloss Service is for them, while the Shimmering Red Vibrancy Service enriches hair with multi-tonal lights for a radiant new look,” explains Josh. “The Shimmering Red Intensity Service is the most dramatic of the trio of treatments, transforming any style with intense red hues that interplay with other shades. These new services are a fantastic way to create red colour shades that are wearable with the existing warm notes of the natural hair colour, perfectly suited to each individual’s style,” he says. “We can tailor the result to complement skin and eye tone, also matching it with personality. Think of the current red renaissance as couture colouring.”

New Zealand Wella Professionals Ambassador, Shar Sutherland Todd of Sutherland Todd Hairdressing played an integral part in the new shade creations. “Our long awaited Colour Touch Reds are easy to use and true to swatch. Definitely worth waiting for!”

Wella Professionals Shimmering Reds Colour Touch Shades:

Copper Fondue - 7/47 Medium Blonde Red Brown

Intense Red Desert Storm - 7/4 Medium Blonde Red

Passion berry Copper - 8/43 Light Blonde red Gold

Exotic Red Copper - 7/43 Medium Blonde Red Gold

“There is no stone left unturned in the Colour Touch Copper family which allow your creative juices to now flow with ease. These 7 and 8 level colours are sensational and can be easily mixed with the entire palate to achieve your desired result,” says Shar.

The proof is on the catwalk and in the salon - red is back - whether your clients opt for a touch of titian or go up through the gears to full-on Ferrari, red is a colour switch that gives their whole image – and almost certainly their mood and mindset – a complete overhaul or a revamped new look. Red heads have secured a firm footing in fashionable colour, with a hue for every season.

It seems red is a trend that is set to stay with us for seasons to come.