Pantone Color Institute is an American academy that for over 20 years has been providing forecasts on colour trends that will shape the world of fashion and design. Pantone Color of the Year is proclaimed annually and influences product development and purchasing decisions ranging from clothing and accessories, through interior design, to industrial design, product packaging and graphic design. The process of selecting the Pantone Colour of the Year requires careful trend analysis. Every year, the colour experts of the Pantone Color Institute scour the world in search of new colour influences. The entertainment and film industry in production, touring art collections and new artists, fashion and all areas of design, as well as popular travel destinations and new lifestyles, are all factors taken into consideration for the final evaluation. Influences can also come from new technologies, materials, textures and effects that impact colour, social media platforms and even sporting events. In the end, the choice also includes messages of warning or encouragement and reflections on socio-economic conditions and the environment in which we live.

For the experts of the Color Institute, the new PANTONE 2023 colour is 18-1750 Viva Magenta. It is a carmine red shade with violet undertones, classic, strong and at the same time original... "an unconventional colour for an unconventional time"... as Laurie Pressman, Vice President of the Institute, commented. An artificial and natural blend at the same time that ... "highlights our change of perspective, highlights our need to feel more active and instils the strength we need to boldly, positively and fearlessly embrace a new path". Its name dates back to the Second Italian War of Independence and derives from the battle of the Lombard town of Magenta, which became infamous for the 'blood-red' events of that period. Viva Magenta is a joyful and optimistic shade of red, well balanced between warm and cool. It is inspired by cochineal red, one of the oldest and most precious dyes, with strong and brilliant characteristics, rooted in the primordial world and taking us back to the original matter. It is, on the other hand, a colour of extraordinary modernity... bold, with a powerful and pulsating nature, future-oriented, capable of stimulating the intellect and self-expression without qualms and with a fearless and rebellious spirit. Pantone explained that the choice of colour 2023, after the gloomy and uncertain years just gone by, fell on VIVA MAGENTA, precisely because of its intrinsic revolutionary power, boldly projected towards tomorrow. Exciting was also the slogan used to announce the choice, which includes the new term 'Magentaverse' with clear references to the 'Metaverse', the evolution of the Internet that prefigures a set of interconnected virtual and real worlds that we can only enter with our avatars, in the unprecedented design experiment that explores the relationship between new technologies, including 'Artificial Intelligence', and human creativity.

Naturally, the world of Beauty and Hair is also influenced by the presence of this decisive, full and vibrant colour, a perfect blend of blue and red. It takes audacity to wear it and is therefore a perfect match for strong, enterprising personalities who are not afraid to face the challenges of a world that is as complex as ever, but which also offers great opportunities. There are, of course, different shades of magenta, from the darkest, in which the violet hue prevails, to the lighter shades in which red or even pink prevails. Being a colour well balanced between warm and cool tones, it goes well with golden, olive and even very pale complexions... on the other hand, since it represents the expression of courage and experimentation, it is worth daring simply because it is liked and because it expresses the desire to be oneself in an unconventional and unconventional way, without renouncing the class and elegance of an extraordinarily balanced and refined colour.

We at H.K.Hair Kulture also have our VIVA MAGENTA proposals.... in the more classic version of nuance 5.66 of Kolourgel, our permanent colouring gel without ammonia, or in the more decisive variant with violet highlights, given by the mixture of nuances 4.66 and 5.1, or in the lighter, almost pinkish version that comes from the combination of nuance 6.66 with 11.21. There are, of course, many other possibilities, obtained by blending techniques according to the principles of colorimetry, expertly explained by our HK EDUCATION teachers, for hair with up-to-date and vibrant colours, in the most complete respect for skin and hair.

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