Together with a great team I got to work on Wella’s new initiative, called Nontouring Shift. Nontouring widens the choice of styles beyond the area of natural looks. By softening statement styles, daring becomes more beautiful. Yesterday’s masculine/feminine typecast styles have turned into a pool of look ideas from which to freely pick, whatever your gender affiliation. We used pastell colors to underline the world of Nontouring Shift. A wide character-spacing of the fonts convey a sense of open-mindedness The createbook helps the hairdresser to get inspiration for the look and the technique.