L'Oreal Professionnel created its hair chalks for a new beauty tribe called the 'weekend expressionistas.'
Think colour hunters who by Friday "want it, wear it, take it off and change it," says the backstage styling brand. Seems its new signing Alexa Chung is living the L'Oreal dream too as today she posted pictures of a little rainbow-something for the weekend.
Chung had woven purple and blue tones into her lengths for a multi-coloured take on her milk-maid braid. "HAIR CHALK @lorealprofuk :-)))))) rainbow," she tweeted happily.
"Poster girls for the hair chalk trend range from colour chameleon Katie Perry and the softly highlighted Rachel McAdams to Kate Bosworth and Diane Kruger whose sublime coloured ombre gives the front row seal of approval," sayas James Galvin, Daniel Galvin creative director.
For the launch, L'Oreal Professional has collaborated with illustrator Marie Perron for a fun little multi-coloured moodboard which you'll find in salon. Styles include the French Fringe, with coloured tips, Colour Pop-Pones and the New Heidi, as modelled by Chung.
The Hair Chalks cost £15 each, and as we witnessed backstage at Felder Felder and Ashish, are in fact just as easy to use at home. Available in eight colours the chalks can be painted straight onto clean dry hair, and last up to three washes.
'Want it, wear it," let the colour revolution begin.