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| October 29, 2020

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Rebecca Parker

Schwarzkopf Professional’s age-defying IGORA ROYAL Absolutes range has been extended and now includes four new pre-mixed, on-trend shades. The new colour directions include three flattering cool and beige tones and a bestselling decadent chocolate blonde. All four shades contain a unique Pro-Age complex, offer 100% coverage for white and grey hair and come with low-odour technology built in. The new shades are ready to go, and are ready to be integrated into bespoke colour and care services for the salon’s VIP clients – women over 40.

Women over the age of 40 are taking centre stage on major catwalks worldwide. These strong women of substance and style want (and deserve), uncompromising, flattering and fashionable colour that accentuates their personalities, making them look and feel a million dollars. They’re also the salon’s ultimate VIPs, visiting their stylist up to ten times more per year, than other clients. As such, they deserve the full VIP treatment.

Schwarzkopf Professional offers a holistic range of products and services designed to fulfil their needs. One such range is the high-definition, fashionable colour from IGORA ROYAL Absolutes, which has Pro-Age technology built in. The four new shades four work with a low-odour technology for a luxurious colour service and offer 100% white coverage, intense colour results and powerful conditioning. The shades also contain a unique Pro-Age Complex with Collagen and Siliamine. The Siliamine sticks to the surface of the hair cuticle creating a sleek, even surface whilst conditioning brittle and thinning hair. The result is intense colour and hair that is soft to touch and glossy in appearance.

Age-defying colour and care services

The new shades are perfect for a number of different colour and care services, from covering services for grey or white hair, to balancing out salt & pepper hair, to beautifying naturally white hair. They can also be integrated into bespoke colour and care services with BC EXCELLIUM, Schwarzkopf Professional’s care range for mature hair. There are three specific formulations that can be used to complete the colour service. BC EXCELLIUM Taming with Omega 3 can be used to protect the colour and tame coarse, coloured mature hair. BC EXCELLIUM Plumping is enforced with collagen and can be used to add volume to fine, coloured mature hair. Last but not least, BC EXCELLIUM Beautifying, which contains black pearl extracts, can be used to enhance and beautify natural silver and white mature hair.

In-salon services and a specially tailored range of consultancy services

The IGORA ROYAL Absolutes collection is all about reflecting and enhancing the client’s natural beauty and individual style. The launch of the new colours will be accompanied by a step-by-step tutorial providing tips for the best possible consultations for clients aged 40+ with Lesley Jennison, Schwarzkopf Professional’s Global Colour Ambassador. In the video tutorial, available online now, she explains how to tailor your consultation and choose shades that match and enhance the colour of the client’s eyes, the radiance of their skin and their natural hair.

The new IGORA ROYAL Absolutes are available now in Schwarzkopf Professional Salons. For stockist information visit or call 0800 3286920 (UK)/01 4046424 (EIRE).