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KMID : 1160120140030010052
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Journal of the Korean Society of Beauty Cultural Arts
2014 Volume.3 No. 1 p.52 ~ p.67
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A Study on the Analysis of Hair Color Trend Shown in L`oreal, Amos and Wella Company Collection -Forced on the from 2006 to 2012s-
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Choe Ji-Won
Soung Yeon-Sook
Lee Keun-Kwang
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Abstract
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This study looked into the collections presented by 3 companies of L`Oreal, Amos and Wella on a year-on-year basis, and made a comparative analysis on hair color trend. In terms of three companies` hair color in 2006, L`Oreal showed combination of refined brown color that resolutely blended gold and brown. Amos expressed natural brown, light brown, cooper brown and mixed color of blonde and black. As for Wella, cold light of pearl and tinted twinkling blonde color, warm and gentle colors such as cooper, cinnamon, chocolate, hazelnut brown and caramel were expressed. In 2007, L`Oreal`s colors included bright bronze, gold bronze, bronzed orange and bronze highlight color, whereas Amos expressed texture glossy and healthy through tone on tone creation of wellbeing shiny chocolate color, and among the main colors are orange brown, pink brown, chocolate brown, dark brown, red orange brown and red orange color, and Wella reflected simple but light and rich blonde color and splendid bright bronze coloring. As for year 2008, L`Oreal is mainly expressed as bright light brown, atmospheric and natural brown, classic and elegant dark brown. Amos suggested cool image color, sunny yellow, apple green, cacao brown and black red which have been brightened 1∼2 levels as compared to 2007. Wella produced a deliberate technique and rich color sense of matt cold color that lustrous black, red color, ash and blondes color are delicately mixed. In 2009, representative colors of L`Oreal were entirely vivid colors and natural colors, and stressed with bright golden hair and pink highlight. Amos pursued new and fresh styling using optimistic colors together with coral color, blue, red, white focusing on light and soft texture. Wella mainly used cold brown toned colors and the ones that emphasize 3D color effect. In 2010, L`Oreal proposed naturelike gray, cooper, mahogany, various reddish brown colors, and Amos suggested warmth and soft texture, `cocoa mink brown` having sweet atmosphere and high concentration ash orange depending on the brightness and ‘flame red’ having gaudy red brown that resembles the hot sun with a ‘camel brown’ of soft and pale ash orange as main colors. Wella produced four concepts of natural red brown color, strong orange brown, bright gold color highlight on glamorous brown and airy light. In 2011, L`Oreal infused life into hair with pomegranate red highlight and violet highlight based on oak color, highlight by white clay, deep cooper, burgundy light brown, warm brown base, bronzed color and brown base. Amos showed mystique and stereoscopic volume with 3D color, dot color and graduation color, and proposed pure purple, lady green and fog beige as main colors, and suggested blue or pink as pointed colors with bright nuance pale gray that enables consumers to feel refreshed. Wella expressed a sexy, soft and strong career woman with dark brown and gold brown with sensual red color. Wella granted highlight and gradation mainly with black, white and yellow color. In 2012, L`Oreal added harmony to the overall look with colors from rich gold to cool beige that becomes brighter toward the end of hair. Amos and Wella showed healthy and shiny hair by using two contrasting colors of black and white with mono tone as the center, and adding ashy color tone with generally bright and soft toned sand beige color, respectively. This study looked into the collections presented by 3 companies of L`Oreal, Amos and Wella, and made a comparative analysis on hair color trend. Accordingly, overall trend indicates that changing history of minimalism is continuously predicted, and as for colors, it is also predicted that neutral color tone will be holding its ground and the trend of deep and rich color will be added. To suggest hair trend to be in vogue in 2013 on the basis of the above results, this study forecasts that weight of color will be strengthened as compared to 2012 marching in step with the walk of the world of fashion that changes to splendid color sense, and cheerful and animated vivid multi color will be in fashion.
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KEYWORD
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Hair color trend, L`Oreal, Amos and Wella
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