Goldwellhas chosen its annual Color of the Year for 2021: LILAC AURA.

“Lilac Aura defines 2021 as an electric pastel tone with two distinct characteristics," says Jane Boddy, Colour and Trend Forecaster.. "It provides comfort as it hints at mid-century nostalgia while simultaneously embodying the digital revolution. Lilac Aura is plucked from the digital world, reflecting the latest developments in VR and gaming but retains a familiar quality. This is a pastel that echoes the past but proclaims the future.“

John Moroney, Global Creative Director Goldwell, says the color called out to his team of colorists. “The moment our team of International Artists saw Lilac Aura, they immediately started formulating it with Elumen. The color has so much commercial potential – it strikes a wonderful balance between soft and flirtatious while still have a calm serenity. It will look great in just about everyone’s hair!”

About Goldwell

Goldwell is a salon-quality brand of Kao Salon Division. Its professional hair products are dedicated to bringing stylists’ and their clients’ aspirations to life. Since 1948, Goldwell has been known for breakthrough innovations in the salon industry with well-known sub-brands such as: leading professional color products Topchic, Colorance and Elumen; high-performing care and styling products Kerasilk, Dualsenses and StyleSign; and, technology-based perm and texture products. Goldwell’s complete portfolio, advanced hairdresser education and deep expertise serve together to create a full-service brand, meeting all salon stylist and client desires. With the annual style statement, launched at the impressive Global Zoom Event each year, Goldwell sets the trend in hair fashion to inspire stylists around the world.

www.goldwell.com

About Kao Salon Division

Kao Salon Division is part of the Skin Care and Hair Care Business of Kao Corporation, offering professional products and services to stylists around the globe. It is a thought and trend leader in the hair care industry as well as home to the Goldwell, KMS, Oribe and Varis brands. The mission of Kao Salon Division is to make life beautiful for salons, stylists and their clients through partnership, commitment to sustainable practices, salon business growth and a portfolio of advanced services, innovative products and inspiring education. Kao Corporation creates high-value-added products that enrich the lives of consumers around the world.

www.kaosalondivision.com

www.kao.com