Featured Product Spotlights

GOLDWELL | @Elumenated colour services and Dualsenses in-salon treatments

November 17, 2022

Give your clients the gift of an extraordinary experience this winter with GOLDWELL’s @Elumenated colour services and Dualsenses in-salon treatments.

Goldwell’s @Elumenated colour technology offers amazing brilliance and shine, with a truly unique result. The secret is in the patented @Elumenated high performance direct dyes, which create reflections of brilliant light in a full spectrum of colours. It’s featured across Goldwell’s portfolio, including Topchic, Colorance, Elumen and @Pure Pigments and is a great opportunity to get your clients to trade-up to a premium and personalised colour service. Just in time for your salon’s busiest time of the year, Goldwell has two @Elumenated colour services to inspire you and your clients – the Color Morphing Service and the Shadowing Service.


Goldwell’s Color Morphing Service creates iridescent, holographic effects in hair colour that changes and moves with the light. It’s created with Topchic and @Pure Pigments and the effect comes from mixing equal parts of two or more @Pure Pigments shades together. The Topchic shade remains the same, as oxidative colour sits in the cortex; whereas @Pure Pigments creates an iridescent layer on the outside. Colour morphing with @Pure Pigments is an easy and
quick addition to your colour formula to give your client a fresh and eye-catching festive colour, with no extra service time.

“@Pure Pigments is Goldwell’s most customisable form of Elumenation. When selecting your @Pure Pigments shades, remember opposites attract. For example, Pure Violet and Pure Yellow in a brunette will have their own time to shine in the light.” – Alex Collins, Goldwell’s EMEA Education Development Manager. 


The Shadowing Service adds areas of depth and dimension in a natural way. It’s an easy and subtle way to change your client’s colour, without the fuss. This look is created with Elumen, the purest form of Elumenation with the strongest @Elumenated results in the Goldwell portfolio. It’s an ammonia and oxidant-free powerful colour that refills damaged areas within the hair fibre. With the Shadowing Service, you are adding depth at the root and a level lighter at the ends. You need to stay two levels difference from the root to the ends. For example, a level 10 on the ends and a level 8 on the roots. This creates a natural look and helps to diffuse the client’s regrowth.

“I love Elumen! When deciding your shadowing service colour placement, always follow the client’s natural parting. Remember to blend is your friend, merge your colour products together to create that seamless look.”Alex Collins, Goldwell’s EMEA Education Development Manager.


Offering an in-salon treatment is another easy way to trade-up a client’s service this season. Add a boost to their service with the Dualsenses Intensive Conditioning Serum. These in-salon treatments are great for enlarging your service portfolio and demonstrating your expertise to your client. The change in seasonal climates can cause stress on the hair. Dualsenses Intensive Conditioning Serums are quick and easy, taking less than five minutes in-salon.

You can give your client an instant result, that they can’t get at home; as well as it being a great conversation starter to talking to your client about at-home care and festive gifts. Goldwell offer’s seven Dualsenses Intensive Conditioning Serums for clients to choose from. The Color Brilliance serum is the perfect finish of every colour service, instantly locking colour and amplifying luminosity. It helps to keep hair salon-colour vibrant for up to 22 washes, a must-have for all colour clients.