Philippine women have always been color-shy, but more and more of them have been using DIY hair coloring, particularly blonde shades.

“We are a light shade market,” observed Aimee Pernia, Watsons senior category manager, at the press launch of #Hairgoals at SM Mall of Asia. “Across the brands, blonde shades are more saleable,” adding that golden brown and caramel brown are also very popular.

“There is a growing market for ashes, grays, pinks and blues.”

#Hairgoals is Watsons’ promotional activity that brings to the fore the wellness chain’s extensive range of products, from hair care solutions and styling to hair coloring. Watsons has introduced more daring colors such as ash gray, pastel pink and lavender.

Product demonstration of L’Oreal’s Magic Retouch, a spray that covers roots of gray hair and blends with the salon color

These are complemented by hair care products such as cuticle hair coat repair products, conditioners infused with triple-keratin and protein that protect the hair structure. Also complementing them are styling aids such as serums, hairsprays and smootheners.

Pernia said that in the past two years, the penetration of DIY hair color in the market jumped from single digit to 56 percent.

The trend can be attributed in part to actress Anne Curtis, who popularized ash, a cool and deep tone which complements many skin tones.

Moreover, hair color brands have advanced their formulation to either prevent or repair breakage when pigments are lightened.

“Women used to color their hair for special occasions, mostly to hide the grays,” Pernia said. “Today the market is more experimental.” She added that DIY hair color is cheaper than going to the hair salon.

Professional products by Watsons at an affordable price and small enough for travel

Brown beauty

Watsons’ hair color brands range from the popular L’Oréal, Revlon and Kolours to emerging ones from Japan and Europe.

Jumping on the demand for lighter hair color shades, L’Oréal has come out with Fashion Ultra Lights, said to be created for Asian hair. Priced at P399, this product claims to make the hair lighter by four shades without the bleaching.

For women who need a quick fix for covering the grays, L’Oréal’s Magic Retouch (P399) is sprayed on the roots. It conceals unsightly gray roots in a few seconds, and lasts until it is shampooed.

Beauty expert and SM Beauty Ambassador Jake Galvez has been supporting Revlon’s Colorstay (P395).

He uses golden brown, close to blonde. “It’s just right if you don’t want to go too bold,” he said. “Some brands make my hair feel dry after a few days, and would require a hair treatment. Revlon doesn’t dry my hair, and it lasts for more than a month, including the shine.”

Everyday, he uses gels such as Gatsby, which comes with coloring waxes and mattifying wax, depending on the effect he wants to achieve, and Tresemmé hair spray, which keeps hair in place all day.

Despite all the goop he applies, Galvez maintains his hair with Tresemmé hair products.

Spanish brand Revia offers subtler browns, including the popular rose gold. It’s a professional product that contains ingredients that prevent damage and nourish hair.

Japanese brand Liese Blauné focuses on shades from light brown to black brown. Each box (P499) comes with a treatment base that nurtures the hair during the coloring process. The penetration is deep and long lasting. For a DIY product, the brand claims to give even coloring.

For women who don’t want ammonia, a chemical compound that opens up the hair cuticle to take in the color, Naturtint (P599) is a permanent hair coloring with plant-based ingredients. It includes the color, conditioner, fixing shampoo and a no-rinse color correcting cream.

Model sports an ash dark blonde shade from Sparks while using this easy curling rod.

Going bold

More daring women might take to Lolone Pixxel with its bolder colors. Targeted for the younger market, the Thai brand has pastel shades (P129-P199). Prime ingredient is white lily, which protects the hair.
Beautylabo (P399), a sister brand of Bigen, comes with fashionable colors, with honey blonde as the fastest selling.

Sparks (P599) comes with bolder colors such as Electric Blue, Pink Kiss, Purple Passion, Mermaid Blue, Totally Teal, Starlight Silver. It’s not cheap, but there are lots of takers, aged 30 and above.

The process takes longer, since the hair has to be lightened with Sparks Natural Lightener, which keeps the hair from turning brassy. After it’s been washed out by the sulphate-free shampoo, the preferred color is applied.

#Hairgoals also features beauty tools such as straightening brushes and curling rods that don’t dry the hair.

Watsons has come up with professionally designed hair care products, Hair Systems, catering to specific hair types. “A 100-ml bottle costs only P49, which is handy for travel,” said Pernia.

The special guest at the launch, celebrity Solenn Heussaff, had people angling for a photo of her lustrous locks. She endorses Vitress hair products. “I use one or two drops of the serum to make it look like this,” she explained.

May 26 is Color Your Hair Day, and Watsons will offer 50-percent off such brands as L’Oréal, Revlon, Liese, Bigen, Beautylabo, Kolours and Naturtint. For SM Advantage Card members, a single P500 purchase earns a raffle ticket for the chance to win up to 100,000 bonus points.