Just dye it | YStyle, Lifestyle Features,

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MANILA, Philippines – If you’ve been on an adventurous streak with your hair, you are not alone. “At Watsons, our studies show that from eight percent we have gone up to 22 percent penetration for hair color this year,” confirms Watsons senior category manager Aimee Kris Pernia during the launch of Watsons Hair Goals in SM Mall of Asia Activity Center.

What colors have been flying off shelves? “It’s the browns that sell really well. A lot of Filipinos have been experimenting with hair color but are conservative with the shades they choose. We haven’t seen much growth in the bolder shades like blonde or rose gold but looking at the response we’ve received in this event, it could be next.”

It is the fifth year that Watsons is building up DIY hair color as a category. “In those five years, formulas have definitely improved,” Pernia says. “It’s my job to try everything!”

No fear: Even unicorn-haired girls (which go through a lot of bleaching and dyeing) aren’t concerned about hairstyling damage with the right tools and pre-styling products. Photo by WALTER BOLLOZOS

I note that apart from now being less damaging with the convenience of quicker color development to boot, the shade range has grown. Some shades you once had to have custom-tweaked by a colorist in a salon now come in a box. The popular browns now come in undertones to suit your preferences like cool ash, pastel chocolate, a golden warmth honey, and everything in between. They’re popular for a reason. The right shade of brown can make you look younger, light up your face, and even lessen the need for makeup.

Watsons carries hair color by L’Oréal (which just released golden browns), Revlon (their latest colors are vibrant reds), homegrown brand Kolours (which prides itself for being best for Asian hair), permanent hair color Bigen (a favorite among those with gray hair), trendy Japanese beauty favorites Beautylabo and Liese (known for fool-proof whip and bubble shampoo formulas), chemical odor-free Thai brand Lolane, and protein-enriched Revia. All affordable, Pernia encourages everybody to try them at hair coloring stations inside select Watsons stores.

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She has tips for first timers: “Try colors first in our animation area. We have educated our consultants to help you find a shade that complements your skin tone. See how people from the brands apply the dye on your hair which you can adapt when you do it yourself at home. They will do a patch test on your skin first to see if you are not allergic to hair color.”

For seasoned salon goers who get technical services like color contouring and bleaching, Pernia says going to a salon would still be best. “But for touch ups that are quick and easy, it’s best to DIY,” she recommends, which will significantly cut down your costs if you’re due for a root retouch or a color refresh.

This year, the promotion has expanded to styling tools by JML, W. Elite, Babyliss, and VS Sassoon, products by Tresemmé (their Keratin Smooth range is recommended for a sleek look), Finesse for a more textured look, and Aquanet to keep everything in place. Because lighter-colored hair requires you to go in between washes, stay clean with Dove (which I personally love) and Suave dry shampoos. Dry shampoo can double as a hair volumizer by lifting oil that weighs hair down from the roots. Essential are in-shower hair care conditioners by Dove, Pantene, and Creamsilk for nourishment because coloring and styling inevitably cause damage. Brand representatives in store can give you free hair makeovers plus tips on how you can replicate the style at home. Every day can be a great hair day.

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Mark your calendars: May 27 is the one-day-only Color Your Hair Day sale. Get 50 percent off on hair color products from Revlon, Kolours, L’Oréal, Beautylabo, Lolane, Revia, Liese and Bigen at Watsons stores or at the SM Store Beauty Section nationwide.

SM Advantage Card members can go from trendsetter to jetsetter when they win a trip to Bali, Guam, or Sydney with every P500 single-receipt purchase of participating products.



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