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Wella Koleston transforms Brazilian TV hostess, Xuxa Meneghel – Press Releases

August 23, 2012 No Comments »

RIO DE JANEIRO, Aug. 23, 2012 /PRNewswire/ — In the afternoon this coming Wednesday, August 22, TV hostess Xuxa Meneghel had a great dream of transformation come true, as she became a young Brazilian brunette with Koleston, of Wella, a brand that belongs to P&G. The transformation, executed with Koleston's nuance 30, dark brown, was seen for the first time at an event for the press and guests of P&G in Rio de Janeiro. “In making Xuxa's dream of transformation come true, we'd like to inspire other women who also want to change, offering them high performance products that bring out their beauty through color,” comments Juliana Azevedo, director of marketing for P&G in Brazil.

Visibly radiant with her new appearance, #xuxamorena shared the reasons that prompted her to make this change, and also thrilled the audience with the impact of her new look. “I've always wanted to be a brunette because it was a dream of my mother's, who always wanted a child with brown hair, just like her. When Wella got in touch with me and presented the project, I thought, 'the time has come,'” recalled Wella's new ambassadress. The next step was to become thoroughly acquainted with the Wella brand and all the science behind the company's products.

The hostess left no doubt that she enjoyed it, both the process of change as well as the result. “I've always enjoyed changing, doing new things. I admire people who transform themselves and change their appearance like a chameleon. I've been so very anxious for this day to arrive, and I'm still getting used to the new color, considering it's only a few hours since I had this transformation. It's a dream come true! I feel like a new woman! I just love it! With Koleston we can become whoever we want! Brunette today, tomorrow a redhead… who knows?” Xuxa kidded, drawing a veil of mystery over the possibility of her becoming Brazil's new “chameleon.”

In addition to granting this wish for transformation, the partnership between the Wella brand and the television hostess will support one of Xuxa's greatest dreams: the Fundacao Xuxa Meneghel (Xuxa Meneghel Foundation). Wella is going to make a major donation that is to be allocated towards the Foundation's cultural projects. During the event, the hostess was astonished to receive a plaque from executive Juliana Azevedo as a token of the donation. #xuxamorena took the opportunity to talk about the work performed by the Foundation, which has been active in the defense and promotion of children's rights for more than 20 years.

“The Foundation was born from a dream! We started out with 180 children and today, with the help of new partners, more than a thousand people per day pass through the Foundation's doors. The dream has grown to provide an opportunity to those who have none. The children of the Foundation have taught me so much. They are happy and give so much more than they receive!” says Xuxa, deeply moved.

Other news about Wella and Xuxa is still pending. The next appearance of #xuxamorena with Wella will be her special participation at the event, Hair Fashion Show, on August 30th. As part of this partnership, Wella will also be present with merchandising activities on the program TV XUXA, shown by TV Globo.

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For more than 130 years, the Wella brand has been setting trends and blazing trails in the salon industry. The company, which was founded in Germany, has been in Brazil since the 1950's. At present the Wella brand belongs to Procter & Gamble and is active in two segments: the professional segment, represented by the brand Wella Professionals, and retail, with the brands Koleston – the world's first creme hair color, Koleston Foam, the first foam hair coloring in Brazil, Wellaton, Pro Vital, Soft Color, Blondor and Wella Pro Series – high performance brands that help a woman to reveal her beauty, at home or at the beauty salon.


P&G serves approximately 4.6 billion people all over the world with its portfolio of renowned brands of superior quality. The company's leading brands include Pampers®, Ariel®, Always®, Pantene®, Mach3®, Downy®, Iams®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®,  Fusion®, Ace®, Febreze®, and Vicks® .  P&G has operations in approximately 75 countries all over the world. For more information on P&G and its brands, go to

SAC P&G: 0800 701 5515
August of 2012

Maria Fernanda Costa Carvalho  – +55-11-3748-0340
Elaine Dorth – +55-11-3748-0233

SOURCE Wella Koleston

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