Madi International & Wella Professionals set new trends in hair coloring with Color.id

· Innovative, blended perfection gives a multi-tonal look to hair

· Events in Dubai and Abu Dhabi unravel the artistry of Color.id

Dubai, 2013: Madi International – one of the leading distributors of internationally reputed professional beauty brands across the entire Middle East,and Wella Professionals – the global leaders in professional hair care, have unveiled Color.id, the revolutionary innovation in hair coloring which offers the most beautiful, blended and breathtaking color results one has ever experienced without the use of traditional foils.

The innovation in hair coloring was unraveled at special events organized by Madi International and Wella Professionals in Dubai and Abu Dhabi last week. The two events were very well attended and demonstrated the breakthrough technology behind Color.id, the perfect professional color service for today’s beauty driven salon clients.

The events also showcased workshops by Wella Professionals, where hair dressers tried the products and the innovation on dummy heads.

So, if you want a multi-tonal look that requires much time and tools, Color.id offers the colorists the option to color the hair without the use of traditional foils, which means the experience is much more comfortable, creating a harmonious color that is perfectly blended even with limitless contrasting tones.

Color.id boasts InvisiDivider Technology, which when added to Wella Professionals color products such as Koleston Perfect, ILLUMINA COLOR and Welloxon Perfect,creates a unique matrix with the color mass and acts like a flexible barrier, separating & holding different hair color sections. Colors can be applied side by side without bleeding (when colours run into each other) or foils.

Mohammed Madi, President of Madi International Group, said: “It is a great privilege to be part of the launch of Color.id in the region with Wella Professionals. This is a revolutionary innovation in hair coloring in salons, and stylists will experience a real ease and freedom in the process. With Color.id, one can blend colors so easily and beautifully that every color service can be tailored to the individual.”

He added: “Clients are results driven and being able to create limitless multi-tonal color results is now even easier than before with the new Color.id.”

A rigorous testing by Wella Professionals has confirmed that 98% of those who experienced Color.id would ask for it again and 95% would recommend it to their friends because the color experience has become so much more pleasurable, while the result is truly bespoke and luxurious.

About Madi International:

Madi International is one of Middle East’s leading distributors in the beauty industry. Its mission is to provide all beauty admirers with the latest &the most sophisticated beauty products, equipments, education -- in brief complete beauty concepts, services and solutions. Madi International is an exclusive distributor for internationally reputed brands in hair care, skin care, nail care, makeup, salon/spa equipment and furniture.

Madi International’s distribution network in the Middle East covers the whole of UAE, Qatar, Oman, Kuwait, KSA, Bahrain and Lebanon.