In this episode of the How To Cut It podcast in partnership with Wella Professionals, we head to the Manchester Studio to explore the story behind the launch of “Pure Perfection” from Wella Professionals. This new ammonia-free permanent colour innovation was designed to grant professionals greater choice, flexibility, and confidence behind the chair.
We are joined by two industry experts who bring unique perspectives to this launch. Callum Tierney, Managing Director of Terence Paul salons and Wella’s UK Ambassador selected to represent Pure Perfection on the global stage, shares his creative journey and what it means to represent British hairdressing internationally. Alongside him is Robert Howse, Wella Professionals UKI’s Education, Digital Platforms, and Data Manager.
The conversation explores the inspiration behind the campaign and the changing preferences Callum sees among clients, including greater interest in hair health, ingredients and transparency. He also describes a move towards warmer shades such as golden blondes and coppers, and explains how the campaign’s creative direction connects with his approach to luxury, healthy-looking hair.
Rob is to outline how Pure Perfection as an ammonia-free permanent colour range has been developed for conscious product clients seeking other colour option. We also get to learn how stylists can identify clients who may welcome the option, including those concerned about colour sensitivity, staining, fragrance or residue. They also consider how salons can introduce the service through consultations, education and pricing structures, while positioning it alongside—not as a replacement for—other permanent colour ranges.
Hit play to learn more!
Timestamps
- 3:49 Callum’s Journey in Hairdressing0:17
- Becoming a Global Campaign Ambassador
- 13:28 Finding Inspiration in Colour Trends
- 15:58 Inside Ammonia-Free Pure Perfection
- 22:02 Offering Clients More Colour Choices
- 24:20 How the Colour Works Behind the Chair
- 28:14 Education and Salon Business Benefits
- 35:50 Innovation That Keeps Hairdressing Moving
- 41:13 The Power of Authentic Hair Imagery
- 43:45 Key Takeaways and Where to Learn More
Episode Resources
- For more on Wella Pure Perfection click HERE
- Learn more on Wella Professionals Education click HERE
- Connect with Callum on Instagram @callumtierney
- Connect with Robert on Instagram @thewellahairguy
- Connect with Wella Professionals UKI on Instagram @wellaprofessionalsuki
- Discover the full range of Wella Professionals products visit HERE
- Watch todays podcast on How To Cut It YouTube channel visit @howtocutit