DIRECTIONS: STILL GLOWING AFTER 40 YEARS

Directions started its 40th anniversary celebrations in December 2020 with the launch of 11 new bright and bold colours to brighten up the New Year. This expanded its semi-permanent range to 46 colours allowing the brand to offer the rainbow to salons the world over. This expansion was also joined by a packaging refresh bringing in tones of bright baby blues, crisp whites, hot pinks and of course, rainbows!

The celebrations haven’t stopped there and Directions has many more gifts to offer the industry.

Step Back in Time 

Since Directions launched in 1981, from a humble work room in the UK, its plant-based colours have been embraced by both the professional industry and the fashion world.

Leading up to its 40th milestone, Directions has looked back on its proudest moments. The brand never has and never will test its products on animals. From start to finish Directions is manufactured in-house and is proud of each and every tub that is shipped to salons in over 50 countries around the world.

Directions is celebrating its 40th anniversary this year and will be brightening up salons throughout 2021 with its colourful celebrations

Directions is also proud to be widely accessible to the majority of professionals. All colours are completely free of PPD, ammonia and peroxide making the brand the perfect choice for clients with allergy concerns or sensitive scalps.

All Things Bright and Colourful 

As Directions hits the big 40, you could say it has had the opposite of a mid-life crisis, having created a further 11 conditioning colours to play with and lots of new colour possibilities for hair professionals. The new range includes nine shades of the rainbow: Peach, Sunflower, Fluorescent Lime, Fluorescent Green, Pastel Blue, Ultra Violet, Deep Purple, Antique Mauve, Pastel Rose and two shades off the rainbow – Slate and Stormy Grey. All colours are completely intermixable making the possibilities endless.

The packaging features a bright blue sky with fluffy, white toned clouds and a silver metallic label to add a touch of sparkle. The packaging also features Directions’ ambassadors – the Vanity Dolls who proudly sport the brand’s intense shades.

It made sense for the new Directions packaging to match the new additions to the range. The tubs, boxes, lightening kits and colour kits have all received a refresh and are ready to brighten up your salon’s shelves.

Celebrating the Big and Bold 

To keep the momentum of being fabulous at 40 in full swing, Directions has a few more colourful surprises up its sleeves. The colour kits will now come in every colour – that’s 46 vegan options to achieve your clients’ favourite Directions shade and keep it for longer.

The official Directions’ website is also getting a bold new look. This will help you head in the right direction to browse the 46 shades on offer. Plus, keep your eye out for some fresh Directions accessories to make the most of your client’s colour coming soon.

Moving forward Directions hopes the industry goes back to as much normality as possible and with its 40 years of expertise, the brand will offer its support to all.

The extensive, plant-based range has got a colour to cover every seasonal trend. If you’d like to stock Directions, visit directionshaircolour.co.uk