Directions celebrated its 40th birthday this year and remain confident the colourful celebrations will continue to brighten up salons throughout 2021…
Going back in time to 1981, Directions was launched in a humble work room right here in the UK. The first tubs of plant-based colour came just in time for the height of the fashion explosion. Our original rainbow of colours was excitingly embraced by the industry and ever since we have supported worldwide beauty, fashion and hair trends.
Leading up to the 40th milestone, we have been reflecting on the things Directions has done to be proud of: we never have, and never will, test our products on animals. There’s lots of cruelty-free science that goes on behind the scenes for the making of the iconic colours, which to this day is done in an artisan style by their own chemist.
From start, to your client’s heads, Directions is manufactured in-house. “That is why we are proud of each tub that reaches salons in the 50+ countries that we ship to. We are also proud of being widely accessible to the majority of users. All of our colours are completely free of PPD, Ammonia and Peroxide. Directions are the perfect choice for your clients with allergy concerns or sensitive scalps. Because of these ethical qualities, we’re further prideful of landing ourselves on many well-known heads along our 40 year journey!”
Celebrations started early back in December 2020, by launching 11 new bright & bold colours to bring into the New Year and they have since created a worldwide rainbow in salons. This expanded the semi-permanent rainbow to 46 colours. This expansion was also joined by a packaging facelift, which at 40 years old, was embraced! Think bright baby blues, crisp whites, hot pinks and metallic rainbows.
“Our year long celebrations don’t stop there; even though it was our birthday, we have many more gifts to give you all. To keep the momentum of being fabulous at 40 going, we’ve had a few more colourful surprises; our colour kits now come in EVERY colour. That’s 46 totally vegan options to achieve your clients favourite Directions colour and keep it for longer! The official Directions’ website has also had a big & bold new look. This will help you head in the right direction(s) to browse what our rainbow of shades have to offer.
“Moving further into 2021 we hope the industry goes back to as much normality as possible and that here at Directions our 40 years of expertise can offer support to our customers all over the globe. Our extensive range has got a colour to cover every seasonal trend, so if you fancy stocking our products please visit the Directions website for quick and easy ordering directionshaircolour.co.uk. What colour will you choose?