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Kao launches "@Pure Pigments" in Europe, a new hair coloring product containing "HD3 Dye Technology" developed through joint research with Fujifilm

Kao Corporation has launched the new hair coloring product "@Pure Pigments" under its professional salon hair care brand GOLDWELL in Europe in March 2018. "@Pure Pigments" use the "HD3 Dye Technology", which is based on a new nonreactive hair dye developed through joint research with FUJIFILM Corporation and Dresden University of Technology in Germany. The technology elevates hair color with vibrancy and brilliance and makes it possible to achieve a wide range of colors and hues with a multi-dimensional color result, in which the hair color changes vividly in response to hair movement and light. The product will also be launched in North America in fall 2018.


Hair Coloring Product "@Pure Pigments"

Background to the launch

The "HD3 Dye Technology" used in "@Pure Pigments" was successfully developed through the fusion of Kao's hair control technology (technology that gives precise control of the dye's penetration depth into the hair shaft) and Fujifilm's molecular design and synthesis technology for dyes. The features of the dye are: 1) Three-dimensional, high-definition color result with depth, 2) Color design for total freedom in expression of color, and 3) A successful combination of nonreactivity and high fade resistance.
These features of "@Pure Pigments" open an infinite world of color creativity. Kao believes that "@Pure Pigments" will push hair color service at salons to the next level. With "@Pure Pigments" we will delight people around the world with long-lasting and multi-dimensional color results with outstanding brilliance and shine.

Kao Salon Business
As part of Kao's hair care business, the salon business provides professional salon products and services to hair stylists around the world. Under its brands of GOLDWELL, KMS and Oribe, Kao offers hair care products in four categories: Care, Styling, Color, and Perm & Texture.
With its unique products, GOLDWELL attracts attention in the salon industry and has a great reputation, especially in the category of Color, from stylists across the world. Available in markets across 48 countries with 56,000 customer salons worldwide, GOLDWELL is one of the top-selling brands in the global salon industry.

About Kao

Kao creates high-value-added products that enrich the lives of consumers around the world. Through its portfolio of over 20 leading brands such as Attack, Bioré, Goldwell, Jergens, John Frieda, Kanebo, Laurier, Merries and Molton Brown, Kao is part of the everyday lives of people in Asia, Oceania, North America and Europe. Combined with its chemical division, which contributes to a wide range of industries, Kao generates about 1,500 billion yen in annual sales. Kao employs about 33,000 people worldwide and has 130 years of history in innovation. Please visit the Kao Group website for updated information.

Media inquiries should be directed to:

Corporate Communications
Kao Corporation

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