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P&G predicts top hair care trends for 2013

By Simon Pitman , 02-Jan-2013

P&G experts from its Wella brand have predicted the top hair care trends for 2013. And it seems that sound and color are going to have a big impact on both styles and coloring.

The Wella Professionals’ Global Creative Directors put their head together and revealed the trends they expect to impact the category the most during the year ahead at the 10th Annual International Trend Vision Awards.

Entitled Sound of Color, the trend report was led by global creative directors Eugene Souleiman and Josh Wood who say they have hit upon four principle trends – Fusion, Decibel, Echo and Allegra – which they believe will be influencing hair care products and styling this year.

Fusion – where East meets West

The fusion trend mixes Western and Eastern styles, embodied by Soulieman’s hair styling creation that involves a ponytail tied away from the crown and folded back on itself – a sculpted look likened to that of a Sumo wrestler.

The hair care experts also note that there is a shift from the natural hues into what is described as ‘more precious pastel territory to allow an altogether more sophisticated palette of willow and porcelain with pastel accents’.

Wood describes this look as “creativity gone to the next level,” and it is one that is likely to influence the types of shades women will want to color their hair in 2013.

Decibel reflects the unfinished look

Forget the pristinely finished look, this season is likely to be about look ‘raw and unpolished, a look that was bought to the fore in many fashion shows in 2012.

This is also likely to include ‘pops of virtual’ color, a style that reflects the glam rock period of the 1970s, when women seemingly broke all the fashion rules of previous generations.

The Echo trend is predicted to be a reaction to the current economic and political times, representing complicated and introverted personalities that are reflected in hairstyles that symbolize this tension, the hair care experts say.

This is likely to see a dichotomy between a complicated, yet disheveled hairstyle, that may well be mixed with juxtaposed hair coloring, blending natural shades with denser tones.

Allegra reflects beauty and vibrant color

The exact opposite of the Echo trend, Allegra is likely to reflect a decadent elite and a more ostentatious culture, Souleiman and Wood say.

This is predicted to see a healthy clean looking hair style, which embodies perfection and attention to detail.

According to Wood, ‘the color palette is a brazen gold, rose gold, platinum, green gold - all precious metals that are refined and bespoke as if they were created just for her’.

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